Argos - Shutl presentation for TRC - Sep '11
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Argos - Shutl presentation for TRC - Sep '11

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    Argos - Shutl presentation for TRC - Sep '11 Argos - Shutl presentation for TRC - Sep '11 Presentation Transcript

    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Last week we began marketing propositionTuesday, 20 September 11
    • Last week we began marketing propositionTuesday, 20 September 11
    • Last week we began marketing propositionTuesday, 20 September 11
    • 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
    • The Argos vision 750 Stores! Reservations ! Home Delivery !Tuesday, 20 September 11
    • 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