Argos & Shutl: putting the rocket into retail

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Presentation given at The Retail Conference, 21st September 2011.

Presenters: Tom Allason (Founder & CEO, Shutl) and David Tarbuck (Multichannel Operations & Development Manager, Argos).

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Argos & Shutl: putting the rocket into retail

  1. 1. 21.09.11
  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?
  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 biz
  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 transaction
  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 Guidelines
  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 company
  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%Black on white The Delivery Problem Reverse (white) on darker tones Please note: 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 975k
  8. 8. Delivery within 90 minutes of purchase Shopper chooses 1 hour delivery window From £FREE**to consumer, from £4.95 to retailer
  9. 9. “Hub & Spoke” Express97% Courier, Express & Parcel Market
  10. 10. “Point to Point” Courier +3,000 more!3% Courier, Express & Parcel Market
  11. 11. “Point to Point” Courier +3,000 more!3% Courier, Express & Parcel Market
  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 channel
  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 quote
  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 £££ ££££
  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 SHOP
  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 receives 5 Branding Guidelines tracking email enabling them to GPS track courier in real-time Shutl receives status updates and measures performance against SLA
  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 margins
  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 5 Branding Guidelines email requesting feedback on qualitative aspects of Shutl experience
  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 5 Branding Guidelines email requesting feedback on qualitative aspects of Shutl experience All feedback is streamed live & undedited to: @shutlfeed & shutl.co.uk
  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 5 Branding Guidelines email requesting feedback on qualitative aspects of Shutl experience All feedback is streamed live & undedited to: @shutlfeed & shutl.co.uk
  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
  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 Guidelines
  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 Margin
  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 Argos
  25. 25. 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 propostion: Technological- would it work? could they 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- having tried the service, would they like it? Business case- were there enough customers wanting the service to
  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 Find a way of determining business case through pilot... ....without making real changes to Argos.co.uk or any existing technical/operational processes!
  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 B40 Implementationred 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.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 ’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 B40 Implementationred 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.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 ’11
  29. 29. 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 ‘11
  30. 30. 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 (%)!
  31. 31. Shopper Feedback 50% Shoppers Leaving Feedback 40% 30% 20% 10% 0%Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* 25% shoppers leave feedback Shopper Feedback
  32. 32. Shopper Feedback 50% Shoppers Leaving Feedback 40% 5 30% 20% 4 Feedback Score (0-5*) 10% 0%Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* 3 2 Shopper Feedback 1 Aug ‘10 Oct ‘10 Dec ‘10 0 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* Ease of Use Value for Money Speed of delivery Delivery Person
  33. 33. Shopper Feedback 5 50% Shoppers Leaving Feedback 4 Feedback Score (0-5*) 40% 30% 3 20% 2 10% 1 0% Aug ‘10 Oct ‘10 Dec ‘10 0Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* 93%: average feedback score Shopper Feedback
  34. 34. Shopper Feedback 5 50% Shoppers Leaving Feedback 1.0 4 Feedback Score (0-5*) 40% 0.9 Net Promoter Score (NPS) 30% 3 20% 0.8 2 10% 0.7 1 0%Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 0.60 Jun ‘11 Aug ‘11* 0.5 0.3 0.2 Shopper Feedback 0.1 0.0 -0.1 Sep ‘10 Nov ‘10 Jan ‘11 Mar ‘11 May ‘11 Jul ‘11 Promoters Detractors Passives
  35. 35. Shopper Feedback 5 50% Shoppers Leaving Feedback 4 Feedback Score (0-5*) 40% 30% 3 20% 2 10% 1 0% Aug ‘10 Oct ‘10 Dec ‘10 0Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* 78% rate 9-10/10 for likelihood to recommend Shopper Feedback Promoters Detractors Passives
  36. 36. Awareness of Shutl prior to purchase 100% 75% 50% 25% 0%Jan‘11 Mar ‘11 May ‘11 Jul ‘11 Sep ‘11 No Yes
  37. 37. Last week we began marketingproposition
  38. 38. Findings to date1) Increase in AOV2) Increased Conversion3) New customers to Argos.co.uk4) Customers actively shopping at Argos to use Shutl
  39. 39. 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 what’s next?
  40. 40. 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?

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