Argos & Shutl: putting the rocket into retail

21.09.11

5 Branding Guidelines

Logo Colours

The primary logo below contains the full title – Shutl. Wherever possible the rocket

should be present on the logo in Shutl Red as shown. It can also appear in black

where budget is a restraint.

Black on white Reverse (white) on darker tones

red on white red on lighter tones

Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:

The black logo should never

appear on in any ‘dark’ colour

background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%

Shutl Colour Palette:

Shutl:who, why, what, how?


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


•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

About us


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


1st e-Commerce transaction11th August 1994


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Web in ’94


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Delivery has not...

Shoppers must still wait day(s) for a delivery that occurs at a time that suits the courier company

e-Commerce and the web have come a long way in 17 years


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


The Delivery Problem

IMRG, April ‘10

Failed deliveries cost e-retail £790m - £1bn pa

2/3 cart abandoners cite delivery as reasonContinental Research (for RM Brighter Insights), ’09

61% online comments about home delivery are negativeUbervu, Sep ’11- 1,964 comments over 90 days, reach of 975k

90% online shoppers cite delivery as top annoyanceCo-op + CBI/Pfizer. Jul ’11

From £FREE*

Delivery within 90 minutes of purchase

Shopper chooses 1 hour delivery window

*to consumer, from £4.95 to retailer

“Hub & Spoke” Express

97% Courier, Express & Parcel Market

+3,000 more!

“Point to Point” Courier

3% Courier, Express & Parcel Market


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Shutl displayed as branded fulfillment option within retail channel


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Consumer selects: Now/ Later and receives a quote


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Quote generated from each carrier within Shutl platform, best picked based on price & quality

££££

£££

££££

££

£££

£££


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


On checkout, delivery sent via API directly into chosen carrier’s transportation management system

£££

SHOP


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Shopper receives tracking email enabling them to GPS track courier in real-time

Shutl receives status updates and measures performance against SLA


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Carrier’s Quality Rating updated with quantitative & qualitative feedback.

Carriers with higher ratings are able to access more deliveries & higher margins


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Shopper is sent email requesting feedback on qualitative aspects of Shutl experience


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Shopper is sent email requesting feedback on qualitative aspects of Shutl experience

All feedback is streamed live & undedited to: @shutlfeed & shutl.co.uk


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Coverage

Towns Pop (m) % UK online shoppers

Aug

Sep

Oct

Nov

EdinburghGlasgowLeedsManchester

11.3 33%

BirminghamBelfastBristolCardiffLiverpool

14.5 42%

Slough/Staines/Maidenhead.Tyne/Wear/TeesSheffield

16.2 46%

Basingstoke,Coventry, Leicester,MK, NottinghamOxford, Reading,Southampton

17.9 51%

London 7.8 20%


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%



Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Attract Shoppers Improve Conversion Increase Margin

Using local stores/stock & multichannel systems to provide a sustainable competitive advantage that will:

Why offer Shutl?


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Argos


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Implementation Challenge

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


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


Implementation Challenge

Find a way of determining business case through pilot...

....without making real changes to Argos.co.uk or any existing technical/operational processes!


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


• 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

Implementation

Aug ’10 - Sep ’11

CTR on Shutl banner/lightbox

0%

5%

10%

15%

Click through rate (C

TR

)Aug ‘10Oct ‘10

Dec ‘10Feb ‘11

Apr ‘11Jun ‘11

Aug ‘11

Shutl conversion: Order Value / Delivery Value

0%!

5%!

10%!

15%!

20%!

25%!

30%!

35%!

40%!

45%!

50%!

0%!10%!20%!30%!40%!50%!60%!70%!80%!90%!100%!110%!120%!130%!140%!150%!

Con

vers

ion

Rat

e (%

)!

AOV / ADV (%)!

The Effects of AOV/ADV on Shutl's Conversion Rate!

Shopper Feedback

0%

10%

20%

30%

40%

50%

Sh

op

pe

rs Le

avin

g Fe

ed

back

Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11*

Shopper Feedback

25% shoppers leave feedback

Shopper Feedback

0%

10%

20%

30%

40%

50%

Sh

op

pe

rs Le

avin

g Fe

ed

back


0

1

2

3

4

5

Fe

ed

back

Sco

re (0

-5*)


Ease of Use Value for Money Speed of delivery Delivery Person

Shopper Feedback

Shopper Feedback

0%

10%

20%

30%

40%

50%

Sh

op

pe

rs Le

avin

g Fe

ed

back

Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* 0

1

2

3

4

5

Fe

ed

back

Sco

re (0

-5*)


Shopper Feedback

93%: average feedback score

Shopper Feedback

0%

10%

20%

30%

40%

50%

Sh

op

pe

rs Le

avin

g Fe

ed

back


1

2

3

4

5

Fe

ed

back

Sco

re (0

-5*)


-0.10.0

0.1

0.2

0.3

0.5

0.6

0.7

0.8

0.9

1.0

Ne

t Pro

mo

ter S

core

(NP

S)

Sep ‘10 Nov ‘10 Jan ‘11 Mar ‘11 May ‘11 Jul ‘11

Shopper Feedback

Promoters Detractors Passives

Shopper Feedback

0%

10%

20%

30%

40%

50%

Sh

op

pe

rs Le

avin

g Fe

ed

back


1

2

3

4

5

Fe

ed

back

Sco

re (0

-5*)


Shopper Feedback

Promoters Detractors Passives

78% rate 9-10/10 for likelihood to recommend

Awareness of Shutl prior to purchase

0%

25%

50%

75%

100%

Jan‘11 Mar ‘11 May ‘11 Jul ‘11 Sep ‘11

No Yes

Last week we began marketing proposition

Findings to date

2) Increased Conversion

3) New customers to Argos.co.uk

1) Increase in AOV

4) Customers actively shopping at Argos to use Shutl


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


what’s next?


Logo Colours






Shutl Main Red:

Pantone 485 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Black:

Pantone BLACK

C0 M0 Y0 K0100

Please note:



background.

Shutl Accent Red:

Pantone 484 C

C0 M100 Y99 K4

R208 G31 B40

HEX D01F28

Shutl Accent Grey:

Pantone BLACK

C0 M0 Y0 K70

@ 70%


any questions?

Argos & Shutl: putting the rocket into retail

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