Argos & Shutl presentation for TRC 21.09.11

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Argos & Shutl presentation for TRC 21.09.11

  1. 1. 21.09.11Tuesday, 20 September 11
  2. 2. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Shutl: who, why, what, how?Tuesday, 20 September 11
  3. 3. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones About us Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines •Team: 12 based in Shoreditch, 8 in Karachi •Growth: 75+% month-on-month sales growth since Jan ’11 •Customers: 76% NPS - among highest of any UK bizTuesday, 20 September 11
  4. 4. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines 11th August 1994 1st e-Commerce transactionTuesday, 20 September 11
  5. 5. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Web in ’94 Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding GuidelinesTuesday, 20 September 11
  6. 6. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. e-Commerce and the web have 5 Branding Guidelines come a long way in 17 years Delivery has not... Shoppers must still wait day(s) for a delivery that occurs at a time that suits the courier companyTuesday, 20 September 11
  7. 7. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% The Delivery Problem Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Failed deliveries cost e-retail £790m - £1bn pa IMRG, April ‘10 2/3 cart abandoners cite delivery as reason Continental Research (for RM Brighter Insights), ’09 90% online shoppers cite delivery as top annoyance Co-op + CBI/Pfizer. Jul ’11 61% online comments about home delivery are negative Ubervu, Sep ’11- 1,964 comments over 90 days, reach of 975kTuesday, 20 September 11
  8. 8. Delivery within 90 minutes of purchase Shopper chooses 1 hour delivery window From £FREE* *to consumer, from £4.95 to retailerTuesday, 20 September 11
  9. 9. “Hub & Spoke” Express 97% Courier, Express & Parcel MarketTuesday, 20 September 11
  10. 10. “Point to Point” Courier +3,000 more! 3% Courier, Express & Parcel MarketTuesday, 20 September 11
  11. 11. “Point to Point” Courier +3,000 more! 3% Courier, Express & Parcel MarketTuesday, 20 September 11
  12. 12. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Shutl displayed as branded fulfillment option within retail channelTuesday, 20 September 11
  13. 13. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Consumer selects: Now/ Later and receives a quoteTuesday, 20 September 11
  14. 14. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70%Black on white Reverse (white) on darker tones Please note: The black logo should never ££££ £££ appear on in any ‘dark’ colour background. Quote generated 5 Branding Guidelines from each carrier within Shutl ££ platform, best £££ picked based on price & quality £££ ££££Tuesday, 20 September 11
  15. 15. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never £££ appear on in any ‘dark’ colour background. On checkout, 5 Branding Guidelines delivery sent via API directly into chosen carrier’s transportation management system SHOPTuesday, 20 September 11
  16. 16. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. Shopper sent 5 Branding Guidelines tracking email enabling them to GPS track courier in real-time Shutl takes status updates and measures performance against SLATuesday, 20 September 11
  17. 17. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. Carrier’s Quality 5 Branding Guidelines Rating updated with quantitative & qualitative feedback. Carriers with higher ratings are able to access more deliveries & higher marginsTuesday, 20 September 11
  18. 18. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Shopper is sent email 5 Branding Guidelinesrequesting feedbackon qualitative aspectsof Shutl experienceTuesday, 20 September 11
  19. 19. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Shopper is sent email 5 Branding Guidelinesrequesting feedbackon qualitative aspectsof Shutl experienceAll comments streamlive & undedited totwitter: @shutlfeed &shutl.co.uk/feedbackTuesday, 20 September 11
  20. 20. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Shopper is sent email 5 Branding Guidelinesrequesting feedbackon qualitative aspectsof Shutl experienceAll comments streamlive & undedited totwitter: @shutlfeed &shutl.co.uk/feedbackTuesday, 20 September 11
  21. 21. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Coverage Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. Towns Pop (m) % UK online 5 Branding Guidelines shoppers London 7.8 20% Edinburgh Glasgow Aug Leeds 11.3 33% Manchester Birmingham Belfast Sep Bristol Cardiff 14.5 42% Liverpool Slough/Staines/ Oct* Maidenhead. Tyne/Wear/Tees 16.2 46% Sheffield Basingstoke, Coventry, Leicester, Nov* MK, Nottingham Oxford, Reading, 17.9 51% Southampton *ProvisionalTuesday, 20 September 11
  22. 22. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding GuidelinesTuesday, 20 September 11
  23. 23. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Why offer Shutl? Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. Using local stores/stock & multichannel systems to provide a 5 Branding Guidelines sustainable competitive advantage that will: ! Attract Shoppers Improve Conversion Increase MarginTuesday, 20 September 11
  24. 24. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines ArgosTuesday, 20 September 11
  25. 25. About Argos • Established in 1973 • UK’s largest general merchandise retailer • £4.19bn sales for year-ending Feb ’11 • £1.9bn Multi-channel • 46% Total Sales • 17m households (≈ 2/3 UK population) have the latest Argos Catalogue! • 750 StoresTuesday, 20 September 11
  26. 26. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 Implementation Challenge @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines When Shutl approached Argos in ’09 there was considerable risk associated with proposition: Technological- could Shutl make a market out of couriers? Operational- could couriers collect from stores & deliver to consumers? Demand- if offered, would Argos shoppers want the service? Experience- if they did try the service, would they like it? Business case- would enough customers want the service to justify making changes within business?Tuesday, 20 September 11
  27. 27. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 Implementation Challenge @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Find a way to determine business case through pilot... ....without making real changes to Argos.co.uk ...or existing technical/operational processesTuesday, 20 September 11
  28. 28. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  29. 29. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  30. 30. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  31. 31. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  32. 32. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  33. 33. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  34. 34. CTR on Shutl banner/lightbox 15% Click through rate (CTR) 10% 5% Aug ‘10 Oct ‘10 Dec ‘10 0% Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11Tuesday, 20 September 11
  35. 35. Shutl conversion: Order Value / Delivery Value The Effects of AOV/ADV on Shutls Conversion Rate! 50%! 45%! 40%! 35%! Conversion Rate (%)! 30%! 25%! 20%! 15%! 10%! 5%! 0%! 150%! 140%! 130%! 120%! 110%! 100%! 90%! 80%! 70%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! AOV / ADV (%)!Tuesday, 20 September 11
  36. 36. Awareness of Shutl prior to purchase 100% 75% 50% 25% 0% Jan‘11 Mar ‘11 May ‘11 Jul ‘11 Sep ‘11 No YesTuesday, 20 September 11
  37. 37. Last week we began marketing propositionTuesday, 20 September 11
  38. 38. Last week we began marketing propositionTuesday, 20 September 11
  39. 39. Last week we began marketing propositionTuesday, 20 September 11
  40. 40. Findings to date 1) Increased AOV 2) Improved Conversion 3) New customers to Argos.co.uk 4) Customers actively shopping at Argos to use ShutlTuesday, 20 September 11
  41. 41. The Argos vision 750 Stores! Reservations ! Home Delivery !Tuesday, 20 September 11
  42. 42. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines any questions? Tom Allason, Founder & CEO, Shutl tom@shutl.co.uk David Tarbuck, Multi-Channel Development and Operations Manager, Argos David.Tarbuck@homeretailgroup.comTuesday, 20 September 11

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