Posts Tagged ‘linkedin’



Preparing for re-launch: Shutl 2.0

Wednesday, October 5th, 2011

From a brand perspective, Shutl blasted off in December ’09 at Le Web in Paris;  the day our website went live and we made our ambitions public.

Prior to Le Web, we’d only shared the Shutl identity with a very select group of key constituents: retailers, couriers and shoppers (mainly family and friends). It received positive feedback, with people warming to its retro charm.  It felt to us like we were laying the foundations of a great digital brand of the future.



So why, less than 2 years later, are we about to rebrand?



1.  We now know who we need to engage and how

Shutl’s current identity was developed to a creative brief determined by what we thought the business’s needs would be.  The trouble is that at the time that brief was written there was no business! Just a bunch of assumptions, and aspirations…

Now, 2 years in and with a bit of practical experience under our belt, we are in a good position to re-evaluate those assumptions.  We know exactly who we need to engage with and, more importantly, how we should go about doing it.  Our business is B2B2C, and our brand needs to speak to both consumers and retailers… albeit at different levels.



2.  We know what brand assets we require.

In re-evaluating our requirements, we scoped out a “brand toolkit” (assets, iconography, guidelines, etc.) that we deemed necessary for the job.  Our first stop was to see whether we could deliver on all these elements with the existing identity. The conclusion was that as much as we love our brand, it doesn’t give us the flexibility we needed.

Critical to Shutl’s success is generating sustainable value and competitive advantage for the retailers that we serve.   Whilst Shutl has proven attractive to higher value customers, retailers can only truly benefit if they communicate the proposition effectively within their customer journey.

In order for a retailer to attract/convert customers off the back of Shutl, shoppers first need to be aware that the retailer offers the service!  To that end our identity and proposition needed to be able to take the form of a badge that could be displayed (proudly!) on their websites and any other channels they offer the service across.  It has to be able to occupy its own space so that it is both distinctive and consistent in appearance, irrespective of the background it is displayed against.



3.  We need to remove the barriers

Having deployed our brand identity across a bunch of major high street names, we’ve met with a couple of grumbles over and over again… namely that the shape and colour of our logo and icons were awkward and didn’t sit comfortably with incumbent elements of their webpages. These grumbles only present us with barriers to making our service more ubiquitous.  So we had to remove them.



4.  Sooner is better than later

Although we are unwaveringly intent on world domination, Shutl is currently still only offered by a handful of UK retailers.  It seemed prudent, therefore, that if we were to rebrand then we should do so sooner rather than later. Whilst only a small percentage of UK shoppers have interacted with or are aware of Shutl, the cost of change to our business (in terms of lost brand equity) is relatively small.  It is also relatively painless for our retailers given that there are currently only a small number who have integrated Shutl with their channels, some of whom are already working on new and improved implementations of the service.


So when will the new identity be launched?  With a bit of luck sometime in early November, though the exact date is till TBC.  Of course, we’ll all be very sad to move on from something that we’ve nurtured over that last few years, but we’re confident that version 2.0 will better equip Shutl for the future.

Over the coming weeks we’ll be tightening up the sprockets, so keep your eyes peeled and prepare for lift off…!



Shutl launches across another 6 UK cities!

Tuesday, October 4th, 2011

Following the launch of our service in Manchester, Leeds, Glasgow and Edinburgh over the summer, today we’re delighted to announce a further roll-out to Aberdeen, Belfast, Birmingham, Bristol, Cardiff and Liverpool!

A huge welcome to shoppers living in and around these 6 cities!   As of today you can now choose Shutl delivery from Karen MillenOasis, Coast and Warehouse.

Don’t panic If we are not yet delivering in your area or from your preferred shops!  Instead, drop us a comment with your nearest town and the names of the retailers you would most like us to be working with.  We’re currently seriously hard at work expanding both our coverage and our retail partners, so your input would be most welcome!

The delivery revolution is gathering momentum…



September is going to be busy…

Tuesday, September 13th, 2011

After a long summer, September is synonymous with back to school and knuckling down … and looking at the Shutl calendar, it looks like we’re going to be very busy indeed! Here’s some of the stuff we’re up to:

Retail Systems Multichannel Retail Summit
Tuesday, 13th September 2011 @ The IOD Hub, London
FREE for retailers and consultants

Tom will be joining many leading industry experts to discuss the shortcomings of traditional delivery methods and illustrate how delivery can become a means of improving conversion, increasing AOV and enhancing the shopping experience. He will then share details of Shutl’s first clients, results to date and future plans.








BOOK NOW



Retail IT: Celebrating 10 years in Retail!
15th September 2011 from 16:00 to 18:30 @ The Fashion and Textile Museum, London
FREE for retailers and partners of Retail IT

Tom Allason (he gets around) will be joining a hostof industry speakers and Retail IT partners to discuss current delivery trends and how these are shaping the future of the industry. He’ll also demonstrate how “putting the rocket into retailing” can deliver long-term, sustainable competitive advantage for retailers of all sizes.
BOOK NOW

The Retail Conference 2011
21st September 2011 @ America Square Conference Centre, London.
FREE for retailers

Now in its 5th year, this event attracts some 300 delegates from the UK’s leading retailers and is consistently oversubscribed. David Tarbuck, Multichannel Development & Operations Manager at Argos, will be sharing best practices in multichannel fulfilment, talking about their partnership with Shutl and the results it has delivered to date. His keynote seminar will look at:

• How such a service is made possible
• What it was like to implement
• What the impact has been on Argos’ business
• What customers are saying about it…

This is a unique opportunity to hear from Argos, the dominant force in UK multi-channel retailing, and discover how they’re innovating to ensure they can meet their customers’ wants and needs in the future. Oh yeah, and Tom will be speaking too… what a slut!
BOOK NOW



Festival fever!

Friday, August 26th, 2011

Muse!  Pulp!  Jimmy Eat World!  It all kicks off at Reading and Leeds tomorrow, and we’ve got festival fever.  Of course, your boss has just handed you a pile of work because you’re taking Friday off and you’re going to be in the office until at least 8…  And you only discovered last night that your tent is mouldy and you have nothing to wear.  Luckily, Shutl are looking out for you!  Order from your essentials from Argos, get a quick makeover at Oasis, and snap up a bargain at Warehouse – all within 90 minutes!

1. Shelter

If you need a tent, you can’t go wrong with this stylish pop-up number. It will save you time pitching so you can arrive is style and get right into partying.  It’s distinctive enough to stand out from the crowd, without screaming “steal me” and best of all, it’s less than half price!




2. Sleep

If it suddenly looks like the flimsy summer sleeping bag you packed just isn’t going to cut it, and have no space to pack wooly socks and a hat to sleep in, upgrade your sleeping bag to a 500gsm – it’s like a cocoon shaped hug, protecting you from the elements as those around you shiver in the August downpours.





3. Fashion

If you just can’t get your head around Wellies, and are confident you’ll be able to blag your way into the carpeted bliss of the VIP section, these boots will look fantastic with some shorts and a vest top. What’s more they will last you all the way though autumn! Team them with this amazing cardy, and you’ll be the chicest chica in the arena!




Finally, if you’re really stuck for something to wear, there is always that fail-safe festival favourite – the humble playsuit.  Comfortable yet stylish, it allows you to get a tan without stripping off, and you can piggy back on your mate’s shoulders without giving everyone trying to get a glimpse of Jarvis Cocker an eyeful! We love this one from Warehouse: and with the special offer on at the moment; it could be Shutl’d to you for just 90p!



Blast off! Shutl launches across 4 new UK cities.

Thursday, August 4th, 2011

From our earliest days we have been keen as mustard to make Shutl available to shoppers around the world. We’re well aware, however, that we needed to be confident we could walk around the house before we were ready to head out to Kingston in search of Mr Bolt.

With this in mind, to date we have limited Shutl to the confines of London’s M25 while working tirelessly with our courier and retail partners to get the basics of our service right.

502 days on from our first delivery, we feel like we are finally there… and today we’re delighted to announce that Shutl delivery is now available to shoppers in and around Manchester, Leeds, Glasgow and Edinburgh.

If you live, work or play in/around any of these towns and want to give our service a go, you can now find us at Karen Millen, Oasis, Coast and Warehouse.

Over the coming weeks/months we aim to launch across more cities and with additional high street names , so if you’re feeling left out please don’t panic! Instead drop us a comment with the towns & retailers you would like to see offering Shutl and we will do our absolute best not to disappoint.



R.I.P. Rupert Greenhill: Shutler. Investor. Dog walker. Friend.

Tuesday, July 26th, 2011

Last week, the Shutl crew lost one of our first recruits; Rupert Greenhill, who joined us as an intern in July ‘09. Truth be told, at the time there really wasn’t very much of a crew. Although Guy, Steve and I were all working together, none of us were employees and we had no office. Instead we enjoyed the hospitality of Shoreditch House and my living room.

Rupert stood out among applicants for the internship “at a stealth tech startup” that we advertised on Enternships. For starters, he was 28… he possessed a law degree and had spent the previous 3 years enjoying success on a city trading floor. He was basically over-qualified to be doing any of the jobs we were doing, let alone be an intern!  Intrigued, I set up an interview. Rupert explained to us openly that he had been unsatisfied by banking and wanted to find a role where he could develop his business skills whilst ‘making a real contribution to growing a successful and lasting business’. We knew he was right for us immediately and offered him the internship. Fortunately for us, Rupert accepted – despite the fact that we had no funding and so were paying next to nothing.

When we took on our first investment, we offered Rupert a full-time job. He asked if he could invest in the pre-business and so we were delighted to have him as a shareholder too. The following year his £10k came in very useful, buying us another much needed week as we finalised our second investment round.

Rupert’s named role was ‘business development’ which was our way of saying we weren’t creative enough to come up with a title for all the things we needed him for!

He went out and found several of our first clients and worked very closely with Start London, ensuring we were able to make our first delivery. He took bookings for them over the phone when their site was down or they wanted to offer Shutl to an in-store customer. He acted as our in-house legal council and saved us countless gazillions over the years in legal fees for capital raising, IP registering, agreements with our retailers, carriers & consumers. He took on with gusto the role of information / data compliance officer and everything else we threw at him; including regularly taking @Shutldog for walks (particularly when Hendryks was only a few months old and at his most attractive to humans of the opposite sex…).

Rupert was a great ambassador to clients, partners and potential employees. He was also responsible for recruiting our first development intern, the Crawfmeister, who like Rupert also joined our crew full-time.

Feeling tired at the end of last year, shortly after celebrating his 30th birthday, Rupert went to his GP who sent him off for tests. The results were not good. Although he was initially diagnosed with Hodgkin’s Lymphoma, a relatively treatable form of cancer, subsequent tests showed him to have a rarer and more malignant form.

Soon after his diagnosis, Rupes came to see me to explain his situation. It was crushing, particularly since he was so healthy and full of life. He put on a very brave face and was matter of fact regarding treatment etc. I could only imagine what must have been racing through his mind. Rupert then asked me something surprising, whether he could continue working ostensibly so that he could maintain a degree of normality in his life. I agreed very quickly. The truth being that I just didn’t know how we could cope without him.

As Rupes’ treatment progressed and his prognosis worsened we saw less and less of him, despite always being at the other end of a phone call/email whenever there was a question that none of us could answer. His and our hope was always that chemotherapy and radiotherapy would weaken the cancer enough that he could undergo a bone marrow transplant. I received an email from Rupert last Sunday letting me know that his latest treatment hadn’t been successful and that he did not have much time left. He wanted me to pass on the news to his colleagues and also to make arrangements for his shares and let me know that there would be a ‘party’.

Alongside the rest of the Shutl team, I feel incredibly privileged to have worked with Rupert over the last two years and fortunate to call him a friend. We only wish that he would be around to see the fruits of his labour and hugely valuable contribution. He is already greatly missed.

Our thoughts and prayers at this difficult time are with Rupert’s parents, his brother & sister and his many, many friends.



In Celebration of Independent Retailer Month

Friday, July 15th, 2011

Independent retailers are important because they pave the way for the future.  They are the chain stores of the future that fill niches that we never thought needed filling, and now can’t live without!  Hotel Chocolat, The White Company, Specsavers and Wilkinson all started out as independent retailers, and are now a staple on every high street.  Even Clarks, a British Institution that has gone global was once a humble indie store.  In the current economic climate, it is more important than ever to support the stores of the future.  With fashion embracing the home made, ethically sourced, fairly produced and upcycled, independent retailers fit so comfortably with today’s trends and no encouragement should be needed for us to go out and and embrace indie!



Multichannel retailing: the emancipation of the consumer

Tuesday, July 12th, 2011

A recent report published by Econsultancy compared the attitudes of US and UK consumers towards multichannel shopping and service. Whilst a continually hot topic of discussion amongst retailers, it’s always of interest to drool over some statistics illustrating the evolving shopping habits of the modern consumer, and more importantly the true extent of the current opportunity.

This report is particularly telling. 33.5% of people surveyed felt that purchasing though different channels was very important, with the overwhelming majority (48%) appreciating the choice but not deeming it critical. Only18.5% of shoppers thought that multiple channels were unimportant to their shopping experience. Ultimately, flexibility equals convenience, so it comes as no great surprise to see such demand for multichannel shopping experiences.

When it comes to reserve and collect, however, there is a distinct difference between US and UK consumers. Us Brits are apparently far more likely to reserve items for in-store collection, with a staggering 74% using the service (vs. 43% in the US) – presumably in search of either instant gratification or avoiding costly delivery charges. Higher rates of car ownership, lower fuel costs and the greater distances involved in simply ‘popping out to the shops’ presumably contributes to the fact that reserve and collect is a less compelling option in the US.

Although only 13.3% of shoppers have used their mobile phone to make a purchase, a sure sign of the times is that18.5% use our phones to compare prices whilst we’re out shopping on the high street. A clear indication that brick and mortar retailers have to find new ways of adding value to their shopping experience in order to prevent their offering from becoming commoditized and shoppers being seduced by the pure-plays with the lowest prices..

Whilst a multichannel strategy clearly offers the broadest possible consumer experience, it is also somewhat of a pandora’s box for the retailer; the greater the flexibility offered in purchasing an item, the higher the consumer expectation is in terms of service… particularly when it comes to returns. Over ¾ of customers expect to be able to return an item they bought online to a local store. Whilst this may seem a no-brainer to the shopper, Snow Valley have found that in reality only half of the multichannel retailers they studied actually allow customers to do this. True multichannel integration is clearly still some way off, with many still struggling with the one major sticking point; managing the integration of their online and in-store inventory.

If there’s one conclusion that we can draw from this report, however, it’s that retailing is going in one direction, and fast. Despite the burden placed upon a retailer’s operational processes, a multichannel strategy is critical to remaining a competitive force on the UK high street. Consumer adoption of new technologies and devices means that retailers have to adapt in order to engage with them on their terms – and for those that do it successfully there is a serious bounty to be won.




Yippee! We’ve won our biggest and best award yet.

Friday, July 1st, 2011

A huge thanks to BT Expedite and Retail Week for a fantastic awards night. With 500+ attendees representing the leading innovators within retail – and rather a lot of wine – it was a very serious event..
We are honoured that the panel of judges chose Argos and Shutl for the ‘Supply Chain Excellence’! With John Lewis, Sony and the Co-op all in the running, they must have had their work cut out… but we’re thrilled with their decision.

The Retail Week Technology Awards recognise the very best in UK retail innovation. Since launching 15 years ago, the awards have grown to become the biggest and most prestigious event in the industry calendar. They attract the best-known names in the sector, and there is no greater accolade in the retail industry than to win one of the coveted trophies.


So, why did Argos and Shutl win?
Delivery is the single greatest reason that an online shopper drops out of checkout. It is also the single greatest reason that offline shoppers don’t shop online. Shutl solves the delivery problem by enabling online shoppers to select one of two highly compelling delivery options:

1. Immediate delivery within as little as 90 minutes (“Shutl Now”)
2. Convenient delivery within a 1 hour delivery window of their choice (“Shutl Later”)

Both these delivery options are available at a comparable price to standard delivery (from £4.95), and have regularly been offered for free when the customer spends over £50. Customers can also track their orders and watch them “shutling” their way to them in real time on a GPS enabled map.



How has this benefited Argos?

Strategic:
Shutl provides Argos, owner of the most visited UK high street website, with a sustainable competitive advantage over its online and offline competitors. What Argos has excelled at for a decade now is allowing customers to shop across channels in a way that suits them. ‘Check & Reserve’ – Argos’ pioneering online reservation and store collection service – is the Argos sales channel currently experiencing the biggest growth, with a quarter of all Argos customers using the service. Currently utilising the Shutl proposition across all their Greater London stores, Argos has succeeded in offering customers yet another shopping solution.

Shutl enables Argos to leverage their crucial advantage that a pure-play competitor will never have – stock located local to the consumer – to offer a delivery proposition that is compelling enough to aid their ability to attract and retain customers. By keeping delivery distances short, Shutl is able to keep this proposition cost-effective in relation to traditional delivery options. This is also a proposition that would be hard to replicate for a multichannel retailer that does not have a similarly sophisticated stock management system, empowering the customer purchasing decision at an individual store level.

Economic:
• Payment is taken online for Shutl orders, meaning 100% of Shutl reservations result in a sale, which negates the restocking issues Argos experiences when customers do not purchase their stocked in and reserved items.
• Shutl minimises the cost of failed deliveries by enabling the shopper to select the exact time window for their delivery. Along with the real-time tracking – allowing customers to see exactly where the courier is in relation to their delivery address – shoppers can now make sure that they are available to take receipt of their items.
• Shutl orders have seen an increase in AOV versus Argos’ ‘non-Shutl’ Check & Reserve orders over the same period. Despite the huge success of Check & Reserve, Shutl further optimises conversion within the channel by taking payment up front for reservations.

Customer satisfaction:

Shutl asks every customer to provide feedback after they’ve taken receipt of their delivery, so we can share the response we’ve had back from the customers themselves, scoring across ease of use, value for money, speed of delivery and their delivery person. This form also includes a net promoter question. So far the results have been as follows:
27% customers leave feedback (in context, both Shutl and Argos view this as a phenomenal response rate)
• Average feedback score is 94%
• Net promoter score = 78% (with 85% of customers scoring the service a 9-10 / 10 in terms of their likelihood of recommending the service to a colleague or friend)



Feedback at Shutl: Why we (really) are only as good as our last delivery

Tuesday, June 7th, 2011

It wouldn’t surprise me if the mantra “we’re only as good as our last delivery” were in fact the tagline of the Pony Express – it is as old as the courier industry itself. I’ve always found it more than a little disingenuous for a very simple (and perhaps somewhat pedantic) reason.

In the vast majority of cases the courier company’s client is the sender, not the recipient. The recipient has minimal influence over the courier company effecting their delivery. In most cases, an online shopper only discovers which delivery company their retailer has used when their goods arrive – or when they are instead greeted with a doormat decoration.  You only have to look at what Amazon’s customers say about their primary delivery provide to understand how absurd a notion it is that there is a negative correlation between a disappointing last delivery and the volume of future deliveries.

Forget about our last delivery, we want our first!
A key structural difference between Shutl and a conventional delivery provider is that the decision to use our service (or not) lies with the shopper. If a shopper has had a bad experience with Shutl in the past, it has a direct impact on their likelihood of using our service in the future. Since we are a start-up and virtually all our deliveries are a shopper’s first, we have to work extra hard to persuade the shopper to try us, and then make sure their first Shutl experience leads to a second.

Reviews are essential for us, both as a means of attracting shoppers willing to give our service a go and of ensuring that we provide a high level of service.

Internally, we rate our carriers’ performance using both quantitative and qualitative feedback. Our platform determines whether (or not) a carrier has collected and delivered on-time from the real-time data we take out of our courier partners’ systems. Additionally, we send an email to the consumer asking them to rate the qualitative aspects of their experience including the actual courier performing the delivery. By making these performance factors a key component of future courier selection we incentivise our carriers to perform well.

Externally, we broadcast shoppers’ feedback on our service to Twitter [@shutlfeed] and to www.shutl.co.uk/feedback. Whilst this may not be very unusual in itself, because we actively solicit comments from every customer, we receive a surprisingly high response rate. These reviews are streamed live and un-censored.

The double edged tweet
Despite consistently high levels of customer satisfaction, the volume of deliveries that we do and the nature of our industry (lots of moving parts!) means that there will always be the occasional customer who is left disappointed for one reason or another. With this in mind we have implemented a very basic commenting platform on our feedback page enabling us to engage with our customers and talk them through any problems they may be encountering.

We feel that publicly sharing all our reviews and feedback is the right thing to do for several self-serving reasons:

  • Being open makes us easier to trust: Our view is that the best way to give potential customers an accurate picture of what to expect is to give them a fair picture of what real shoppers think of our service. Further, we believe that the true test of a service’s mettle is how it responds when things don’t go to plan. Being transparent here and showing customers what they can expect enables us to set expectations realistically – and thus making it easier for us to meet them.
  • It keeps us on our toes: There is no better incentive against letting standards slip than the ever-looming possibility of an unhappy customer posting a negative comment on our homepage.
  • It enables us to prevent future problems: By actively soliciting feedback from our customers we are made aware of all kinds of niggles that consumers wouldn’t normally go to the effort of complaining about. Whilst we are small we can respond quickly to these, help iron them out and make our service better for future users.
  • We believe in what we are doing: We know our model works and drives a superior customer experience. Given this we feel our (happy) customers are the most valuable advertisements we have.

Are there any other things you think we could be doing to help us improve our service… and our chances of getting your next delivery?