Argos - Shutl presentation for TRC - Sep '11

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Argos - Shutl presentation for TRC - Sep '11

  1. 1. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines ArgosTuesday, 20 September 11
  2. 2. About Argos • Established in 1973 • UK’s largest general merchandise retailer • £4.19bn sales for year-ending Feb ’11 • £1.9bn Multi-channel • 46% Total Sales • 17m households (≈ 2/3 UK population) have the latest Argos Catalogue! • 750 StoresTuesday, 20 September 11
  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 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
  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 Implementation Challenge @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Find a way to determine business case through pilot... ....without making real changes to Argos.co.uk ...or existing technical/operational processesTuesday, 20 September 11
  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 Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  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 Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  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 Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  8. 8. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  9. 9. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  10. 10. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Implementation Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background.Aug ’10 - Sep ’11 5 Branding Guidelines • Banner/Lightbox at end Check & Reserve journey • Cobranded whitelabel site with EPDQ payment gateway • Utilise existing in-store reservation process • Order charged against internal credit account & reconciled later • 2-12 store pilot commenced Aug ’10 • Roll out to additional 36 stores May ’11Tuesday, 20 September 11
  11. 11. CTR on Shutl banner/lightbox 15% Click through rate (CTR) 10% 5% Aug ‘10 Oct ‘10 Dec ‘10 0% Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11Tuesday, 20 September 11
  12. 12. Shutl conversion: Order Value / Delivery Value The Effects of AOV/ADV on Shutls Conversion Rate! 50%! 45%! 40%! 35%! Conversion Rate (%)! 30%! 25%! 20%! 15%! 10%! 5%! 0%! 150%! 140%! 130%! 120%! 110%! 100%! 90%! 80%! 70%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! AOV / ADV (%)!Tuesday, 20 September 11
  13. 13. Awareness of Shutl prior to purchase 100% 75% 50% 25% 0% Jan‘11 Mar ‘11 May ‘11 Jul ‘11 Sep ‘11 No YesTuesday, 20 September 11
  14. 14. Last week we began marketing propositionTuesday, 20 September 11
  15. 15. Last week we began marketing propositionTuesday, 20 September 11
  16. 16. Last week we began marketing propositionTuesday, 20 September 11
  17. 17. Findings to date 1) Increased AOV 2) Improved Conversion 3) New customers to Argos.co.uk 4) Customers actively shopping at Argos to use ShutlTuesday, 20 September 11
  18. 18. The Argos vision 750 Stores! Reservations ! Home Delivery !Tuesday, 20 September 11
  19. 19. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines any questions? Tom Allason, Founder & CEO, Shutl tom@shutl.co.uk David Tarbuck, Multi-Channel Development and Operations Manager, Argos David.Tarbuck@homeretailgroup.comTuesday, 20 September 11

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