Connecting online with in-store to transform the customer experience
Solving falling sales and customer satisfaction levels with quicker online checkouts and better customer engagement.
Halfords needed to transform from an offline business pushing products and deals to an omnichannel experience built around the customer. Essentially we needed to create a digital revolution, using innovations online and on mobile and linking through to the customer in-store to create a seamless brand experience that would be meaningful and memorable.
We employed our 'Change Today, Change Tomorrow' methodology, allowing us to achieve immediate results while also working on longer-term strategic goals. We redesigned and streamlined the Halfords ecommerce site, adding more interactivity, cutting the checkout time in half and introducing online video content to create return visitors. In the physical stores we used a test-and-learn approach to trial new technology, demonstrating how it could drive engagement and join the real-world experience to the online journey. In addition we got them thinking about the exciting possibilities offered by connected products. We also embedded a programme to train staff so they were armed with the knowledge they needed to engage with customers.
1. Nominated for the Drum Design Awards: Interactive Design – Digital Content (2014)
2. £900,000 sales in 2014 vs the same period the previous year
3. 628,837 views of new content in 2014
4. 11% rise in pre-tax profits and 14.3% rise in online retail sales
5. Online sales exceeded £100m annually in 2015