Shutl & Argos at The Retail Conference 21.09.11

Today’s online shopper can find and buy pretty much anything from pretty much anywhere in seconds. Unfortunately from the second they have placed their order, the waiting begins...

Not only must we wait days for delivery… but on delivery day we are told to wait around to sign for a courier. God forbid we ‘miss’ the courier because that is when the fun really starts. We get left an annoying card and have to arrange re-delivery – or worse – brave a trip out to a remote depot to retrieve our shopping ourselves. When that happens you start to wonder why you didn’t go buy from the high-street in the first place.
Delivery has been crying out for a solution. And we, Shutl, are it.

Transcript

1. 21.09.11 Tuesday, 20 September 11
2. 5 Branding Guidelines 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: who, why, what, how? Tuesday, 20 September 11
3. 5 Branding Guidelines 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% •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 Tuesday, 20 September 11
4. 5 Branding Guidelines 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% 1st e-Commerce transaction 11th August 1994 Tuesday, 20 September 11
5. 5 Branding Guidelines 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% Web in ’94 Tuesday, 20 September 11
6. 5 Branding Guidelines 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% 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 Tuesday, 20 September 11
7. 5 Branding Guidelines 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% The Delivery Problem IMRG, April ‘10 Failed deliveries cost e-retail £790m - £1bn pa 2/3 cart abandoners cite delivery as reason Continental Research (for RM Brighter Insights), ’09 61% online comments about home delivery are negative Ubervu, Sep ’11- 1,964 comments over 90 days, reach of 975k 90% online shoppers cite delivery as top annoyance Co-op + CBI/Pfizer. Jul ’11 Tuesday, 20 September 11
8. From £FREE* Delivery within 90 minutes of purchase Shopper chooses 1 hour delivery window *to consumer, from £4.95 to retailer Tuesday, 20 September 11
9. “Hub & Spoke” Express 97% Courier, Express & Parcel Market Tuesday, 20 September 11
10. +3,000 more! “Point to Point” Courier 3% Courier, Express & Parcel Market Tuesday, 20 September 11
11. +3,000 more! “Point to Point” Courier 3% Courier, Express & Parcel Market Tuesday, 20 September 11
12. 5 Branding Guidelines 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 displayed as branded fulfillment option within retail channel Tuesday, 20 September 11
13. 5 Branding Guidelines 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% Consumer selects: Now/ Later and receives a quote Tuesday, 20 September 11
14. 5 Branding Guidelines 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% Quote generated from each carrier within Shutl platform, best picked based on price & quality ££££ £££ ££££ ££ £££ £££ Tuesday, 20 September 11
15. 5 Branding Guidelines 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% On checkout, delivery sent via API directly into chosen carrier’s transportation management system £££ SHOP Tuesday, 20 September 11
16. 5 Branding Guidelines 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% Shopper sent tracking email enabling them to GPS track courier in real-time Shutl takes status updates and measures performance against SLA Tuesday, 20 September 11
17. 5 Branding Guidelines 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% Carrier’s Quality Rating updated with quantitative & qualitative feedback. Carriers with higher ratings are able to access more deliveries & higher margins Tuesday, 20 September 11
18. 5 Branding Guidelines 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% Shopper is sent email requesting feedback on qualitative aspects of Shutl experience Tuesday, 20 September 11
19. 5 Branding Guidelines 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% Shopper is sent email requesting feedback on qualitative aspects of Shutl experience All comments stream live & undedited to twitter: @shutlfeed & shutl.co.uk/feedback Tuesday, 20 September 11
20. 5 Branding Guidelines 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% Shopper is sent email requesting feedback on qualitative aspects of Shutl experience All comments stream live & undedited to twitter: @shutlfeed & shutl.co.uk/feedback Tuesday, 20 September 11
21. 5 Branding Guidelines 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% Coverage Towns Pop (m) % UK online shoppers Aug Sep Oct* Nov* Edinburgh Glasgow Leeds Manchester 11.3 33% Birmingham Belfast Bristol Cardiff Liverpool 14.5 42% Slough/Staines/ Maidenhead. Tyne/Wear/Tees Sheffield 16.2 46% Basingstoke, Coventry, Leicester, MK, Nottingham Oxford, Reading, Southampton 17.9 51% London 7.8 20% *Provisional Tuesday, 20 September 11
22. 5 Branding Guidelines 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% Tuesday, 20 September 11
23. 5 Branding Guidelines 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% Attract Shoppers Improve Conversion Increase Margin Using local stores/stock & multichannel systems to provide a sustainable competitive advantage that will: Why offer Shutl? g ! Tuesday, 20 September 11
24. 5 Branding Guidelines 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% Argos Tuesday, 20 September 11
25. 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
26. 5 Branding Guidelines 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% 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
27. 5 Branding Guidelines 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% 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
28. 5 Branding Guidelines 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% • 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
29. 5 Branding Guidelines 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% • 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
30. 5 Branding Guidelines 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% • 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
31. 5 Branding Guidelines 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% • 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
32. 5 Branding Guidelines 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% • 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
33. 5 Branding Guidelines 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% • 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
34. CTR on Shutl banner/lightbox 0% 5% 10% 15% Click through rate (CTR) Aug ‘10 Oct ‘10 Dec ‘10 Feb ‘11 Apr ‘11 Jun ‘11 Aug ‘11 Tuesday, 20 September 11
35. 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%! Conversion Rate (%)! AOV / ADV (%)! The Effects of AOV/ADV on Shutl's Conversion Rate! Tuesday, 20 September 11
42. 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
43. Last week we began marketing proposition Tuesday, 20 September 11
44. Last week we began marketing proposition Tuesday, 20 September 11
45. Last week we began marketing proposition Tuesday, 20 September 11
46. 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
47. The Argos vision 750 Stores! Reservations ! Home Delivery ! Tuesday, 20 September 11
48. 5 Branding Guidelines 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% any questions? Tom Allason, Founder & CEO, Shutl tom@shutl.co.uk David Tarbuck, Multi-Channel Development and Operations Manager, Argos David.Tarbuck@homeretailgroup.com Tuesday, 20 September 11