Argos - Shutl presentation for TRC - Sep '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:

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, Shutltom@shutl.co.uk

David Tarbuck, Multi-Channel Development and Operations Manager, ArgosDavid.Tarbuck@homeretailgroup.com

Tuesday, 20 September 11