argos - shutl presentation for trc - sep '11
TRANSCRIPT
![Page 1: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/1.jpg)
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:
Argos
Tuesday, 20 September 11
![Page 2: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/2.jpg)
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
![Page 3: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/3.jpg)
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:
Implementation Challenge
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
![Page 4: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/4.jpg)
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:
Implementation Challenge
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
![Page 5: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/5.jpg)
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:
• 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
Tuesday, 20 September 11
![Page 6: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/6.jpg)
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:
• 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
Tuesday, 20 September 11
![Page 7: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/7.jpg)
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:
• 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
Tuesday, 20 September 11
![Page 8: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/8.jpg)
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:
• 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
Tuesday, 20 September 11
![Page 9: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/9.jpg)
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:
• 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
Tuesday, 20 September 11
![Page 10: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/10.jpg)
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:
• 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
Tuesday, 20 September 11
![Page 11: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/11.jpg)
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
Tuesday, 20 September 11
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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!
Tuesday, 20 September 11
![Page 13: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/13.jpg)
![Page 14: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/14.jpg)
![Page 15: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/15.jpg)
![Page 16: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/16.jpg)
![Page 17: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/17.jpg)
![Page 18: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/18.jpg)
![Page 19: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/19.jpg)
Awareness of Shutl prior to purchase
0%
25%
50%
75%
100%
Jan‘11 Mar ‘11 May ‘11 Jul ‘11 Sep ‘11
No Yes
Tuesday, 20 September 11
![Page 20: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/20.jpg)
Last week we began marketing proposition
Tuesday, 20 September 11
![Page 21: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/21.jpg)
Last week we began marketing proposition
Tuesday, 20 September 11
![Page 22: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/22.jpg)
Last week we began marketing proposition
Tuesday, 20 September 11
![Page 23: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/23.jpg)
Findings to date
2) Improved Conversion
3) New customers to Argos.co.uk
1) Increased AOV
4) Customers actively shopping at Argos to use Shutl
Tuesday, 20 September 11
![Page 24: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/24.jpg)
The Argos vision
750 Stores!
Reservations !
Home Delivery !
Tuesday, 20 September 11
![Page 25: Argos - Shutl presentation for TRC - Sep '11](https://reader035.vdocuments.us/reader035/viewer/2022081403/5564b087d8b42a98268b4e56/html5/thumbnails/25.jpg)
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:
any questions?
Tom Allason,Founder & CEO, [email protected]
David Tarbuck, Multi-Channel Development and Operations Manager, [email protected]
Tuesday, 20 September 11