argos - shutl presentation for trc - sep '11
TRANSCRIPT
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
The Argos vision
750 Stores!
Reservations !
Home Delivery !
Tuesday, 20 September 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:
any questions?
Tom Allason,Founder & CEO, [email protected]
David Tarbuck, Multi-Channel Development and Operations Manager, [email protected]
Tuesday, 20 September 11