Opportunity

Halfords is the UK’s largest retailer of car maintenance, cycling and touring products. The company asked Wunderman Thompson Commerce to help enhance its overall customer proposition and create a new commerce platform to drive growth online and to its portfolio of more than 460 stores nationwide.

Inspiration

We knew that content was going to be critical to supporting Halfords' ambitions, so we made it a key strategic focus, defining, planning and implementing improvements to bolster the CX across the shopper journey. Key elements included video and how-to guides. Even if the primary goal of a commerce platform is to sell products, helpful and inspiring content adds value for the consumer, and a reason to stay on the site longer - and to return; it builds trust in a brand and influences buying decisions.

Solution

In less than six months Wunderman Thompson Commerce implemented Halfords’ new redesign across the .com and .ie platforms, plus mobile and tablet-optimised sites. We also implemented a new search engine and launched a major range extension programme in bicycles, parts, clothing and accessories.

This was followed by a full re-launch of the click-and-collect proposition, a fundamental overhaul of the structure of the website and the re-platform of the Autocentre online business to IBM WebSphere Commerce (now HCL WebSphere Commerce)

Growth

With the new commerce platform delivered on time and on budget, Halfords has seen tangible benefits including a 15% uplift in customer conversion, which was the primary measure of success.

There have been 1.5 million viewings of the video content we introduced to the site, and the customer satisfaction score for click-and-collect has risen significantly.

It's been a hugely successful project! We've made a huge amount of change and sometimes it's difficult to assess each individual piece of work, but if I look at our customer engagement, our customer feedback and our customer conversion, we've absolutely made the step-change in our performance that we set out to do.

Clive West

Digital Exec Director, Halfords

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