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21.09.11


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 B40
red 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
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
red 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




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 B40
red 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



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 B40
red 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




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 B40
red 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




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 B40
red 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 975k




Tuesday, 20 September 11
Delivery within 90
                               minutes of purchase



                               Shopper chooses 1 hour
                               delivery window


                                 From £FREE*



                           *to consumer, from £4.95 to retailer
Tuesday, 20 September 11
“Hub & Spoke” Express




           97% Courier, Express & Parcel Market
Tuesday, 20 September 11
“Point to Point” Courier




                                          +3,000 more!



          3% Courier, Express & Parcel Market
Tuesday, 20 September 11
“Point to Point” Courier




                                          +3,000 more!



          3% Courier, Express & Parcel Market
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 B40
red 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




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 B40
red 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




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 B40
red 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
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
red 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




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 B40
red 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 SLA




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 B40
red 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




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 B40
red 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 Guidelines


requesting feedback
on qualitative aspects
of Shutl experience




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 B40
red 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 Guidelines


requesting feedback
on qualitative aspects
of Shutl experience




All comments stream
live & undedited to
twitter: @shutlfeed &
shutl.co.uk/feedback




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 B40
red 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 Guidelines


requesting feedback
on qualitative aspects
of Shutl experience




All comments stream
live & undedited to
twitter: @shutlfeed &
shutl.co.uk/feedback




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 B40
red 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


                                                                                                *Provisional
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 B40
red 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




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 B40
red 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




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 B40
red 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




Tuesday, 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 Stores




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 B40
red 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 B40
red 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 processes




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 B40
red 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 ’11




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 B40
red 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 ’11




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 B40
red 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 ’11




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 B40
red 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 ’11




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 B40
red 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 ’11




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 B40
red 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 ’11




Tuesday, 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 ‘11


Tuesday, 20 September 11
Shutl conversion:
                                           Order Value / Delivery Value

                                                           The Effects of AOV/ADV on Shutl's 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             Yes


Tuesday, 20 September 11
Last week we began marketing
                           proposition




Tuesday, 20 September 11
Last week we began marketing
                           proposition




Tuesday, 20 September 11
Last week we began marketing
                           proposition




Tuesday, 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 Shutl




Tuesday, 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 B40
red 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.com




Tuesday, 20 September 11

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Argos & Shutl presentation for TRC 21.09.11

  • 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 B40 red 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. 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 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 975k Tuesday, 20 September 11
  • 8. Delivery within 90 minutes of purchase Shopper chooses 1 hour delivery window From £FREE* *to consumer, from £4.95 to retailer Tuesday, 20 September 11
  • 9. “Hub & Spoke” Express 97% Courier, Express & Parcel Market Tuesday, 20 September 11
  • 10. “Point to Point” Courier +3,000 more! 3% Courier, Express & Parcel Market Tuesday, 20 September 11
  • 11. “Point to Point” Courier +3,000 more! 3% Courier, Express & Parcel Market Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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. 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 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 SLA Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 Guidelines requesting feedback on qualitative aspects of Shutl experience Tuesday, 20 September 11
  • 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 B40 red 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 Guidelines requesting feedback on qualitative aspects of Shutl experience All comments stream live & undedited to twitter: @shutlfeed & shutl.co.uk/feedback Tuesday, 20 September 11
  • 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 B40 red 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 Guidelines requesting feedback on qualitative aspects of Shutl experience All comments stream live & undedited to twitter: @shutlfeed & shutl.co.uk/feedback Tuesday, 20 September 11
  • 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 B40 red 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 *Provisional Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 B40 red 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 Tuesday, 20 September 11
  • 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 Stores Tuesday, 20 September 11
  • 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 B40 red 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. 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 red 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 processes Tuesday, 20 September 11
  • 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 red 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 ’11 Tuesday, 20 September 11
  • 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 B40 red 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 ’11 Tuesday, 20 September 11
  • 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 B40 red 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 ’11 Tuesday, 20 September 11
  • 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 B40 red 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 ’11 Tuesday, 20 September 11
  • 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 B40 red 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 ’11 Tuesday, 20 September 11
  • 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 B40 red 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 ’11 Tuesday, 20 September 11
  • 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 ‘11 Tuesday, 20 September 11
  • 35. Shutl conversion: Order Value / Delivery Value The Effects of AOV/ADV on Shutl's 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
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  • 42. Awareness of Shutl prior to purchase 100% 75% 50% 25% 0% Jan‘11 Mar ‘11 May ‘11 Jul ‘11 Sep ‘11 No Yes Tuesday, 20 September 11
  • 43. Last week we began marketing proposition Tuesday, 20 September 11
  • 44. Last week we began marketing proposition Tuesday, 20 September 11
  • 45. Last week we began marketing proposition Tuesday, 20 September 11
  • 46. Findings to date 1) Increased AOV 2) Improved Conversion 3) New customers to Argos.co.uk 4) Customers actively shopping at Argos to use Shutl Tuesday, 20 September 11
  • 47. The Argos vision 750 Stores! Reservations ! Home Delivery ! Tuesday, 20 September 11
  • 48. 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 red 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.com Tuesday, 20 September 11