Presentation given at The Retail Conference, 21st September 2011.
Presenters: Tom Allason (Founder & CEO, Shutl) and David Tarbuck (Multichannel Operations & Development Manager, Argos).
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?
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
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
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
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
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%
Black on white
The Delivery Problem
Reverse (white) on darker tones
Please note:
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
8. Delivery within 90
minutes of purchase
Shopper chooses 1 hour
delivery window
From £FREE*
*to consumer, from £4.95 to retailer
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
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
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
£££
££££
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
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 receives
5 Branding Guidelines
tracking email
enabling them to
GPS track courier
in real-time
Shutl receives
status updates
and measures
performance
against SLA
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
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
5 Branding Guidelines
email requesting
feedback on
qualitative
aspects of Shutl
experience
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
5 Branding Guidelines
email requesting
feedback on
qualitative
aspects of Shutl
experience
All feedback is
streamed live &
undedited to:
@shutlfeed &
shutl.co.uk
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
5 Branding Guidelines
email requesting
feedback on
qualitative
aspects of Shutl
experience
All feedback is
streamed live &
undedited to:
@shutlfeed &
shutl.co.uk
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
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
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
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
25. 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 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
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
Find a way of determining business case through pilot...
....without making real changes to Argos.co.uk or any
existing technical/operational processes!
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
Implementation
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.
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
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
Implementation
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.
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
29. 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
30. 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 (%)!
31. Shopper Feedback
50%
Shoppers Leaving Feedback
40%
30%
20%
10%
0%
Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11*
25% shoppers leave feedback
Shopper Feedback
32. Shopper Feedback
50%
Shoppers Leaving Feedback
40% 5
30%
20%
4
Feedback Score (0-5*)
10%
0%
Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11*
3
2
Shopper Feedback
1
Aug ‘10 Oct ‘10 Dec ‘10 0
Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11*
Ease of Use Value for Money Speed of delivery Delivery Person
33. Shopper Feedback
5
50%
Shoppers Leaving Feedback
4
Feedback Score (0-5*)
40%
30% 3
20% 2
10%
1
0%
Aug ‘10 Oct ‘10 Dec ‘10 0
Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11*
93%: average feedback score
Shopper Feedback
34. Shopper Feedback
5
50%
Shoppers Leaving Feedback
1.0
4
Feedback Score (0-5*)
40%
0.9
Net Promoter Score (NPS)
30% 3
20%
0.8
2
10%
0.7
1
0%
Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11*
Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11
0.60
Jun ‘11 Aug ‘11*
0.5
0.3
0.2
Shopper Feedback 0.1
0.0
-0.1
Sep ‘10 Nov ‘10 Jan ‘11 Mar ‘11 May ‘11 Jul ‘11
Promoters Detractors Passives
35. Shopper Feedback
5
50%
Shoppers Leaving Feedback
4
Feedback Score (0-5*)
40%
30% 3
20% 2
10%
1
0%
Aug ‘10 Oct ‘10 Dec ‘10 0
Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11* Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11*
78% rate 9-10/10 for likelihood to recommend
Shopper Feedback
Promoters Detractors Passives
36. Awareness of Shutl prior to
purchase
100%
75%
50%
25%
0%
Jan‘11 Mar ‘11 May ‘11 Jul ‘11 Sep ‘11
No Yes
38. Findings to date
1) Increase in AOV
2) Increased Conversion
3) New customers to Argos.co.uk
4) Customers actively shopping at Argos to use Shutl
39. 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
what’s next?
40. 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?