NEW MOBILE WEBSITE FROM HALFORDS AUTOCENTRES SETS NEW STANDARD FOR CUSTOMERS
To capitalise on the accelerating pace with which customers use mobile devices to access information and make bookings, Halfords Autocentres has launched an all-new version of its website that is optimised for smartphones.
With over a quarter of customer visits to halfordsautocentres.com coming via mobile devices, the leading independent garage business worked with website usability experts RedEye to develop a solution that sets a new standard for the service and repair industry.
Digital Customer Experience Manager Andrea Pullen said: “With the number of smartphone users predicted to exceed 40 million by 2016 our goal was to create a mobile site that wasn’t just exceptional for a garage business but one that would exceed the expectations of any retail consumer.
“Previously our mobile website didn’t deliver a very user-friendly experience but by working with RedEye - which has worked for other leading brands including ASOS, Skype and Nectar - we believe we are now ideally placed to respond to how customers are using technology.”
The new website enables users to find their nearest Autocentre using the phone’s GPS signal - ideal if a repair is urgent - and allows specific timeslots to be booked for MOTs and servicing in real time, making it is possible to drive into a garage minutes after making a booking for work to begin.
There is handy link for finding out when your vehicle MOT is due - plus a useful ‘remind me’ option to keep on top of the annual safety check - the facility to pay for work using Paypal and a text field into which additional information can be typed at the point of booking - e.g. there is a noise coming from left rear wheel - for added convenience and time saving.
Before going live the prototype mobile website was tested on cross-section of customers during focus groups at Red Eye’s ‘Usability Lab’ - which included live filming of how users interacted with the site and post-trial interviews to better understand their experience.
Changes were made to the customer journey as a result that make the finished mobile site quicker and easier to navigate. When booking an MOT for example, it is possible to get a price without first filling in lots of vehicle information fields and when vehicle details are required these fields are self-populating once the vehicle’s registration number has been entered.
Cristina Dresch from RedEye added: “Our UX experts reviewed previous research and business objectives to develop initial journey maps, wireframes and prototype designs. Critically we then ran usability testing with real users in our mobile device testing labs to refine the designs and ensure they delivered an excellent customer experience. We worked closely with Halfords Autocentres at every stage to align with their brand vision and business goals.”
To try the new site, book in for a free winter check or simply browse the helpful Advice Centre visit www.halfordsautocentres.com from any mobile device.
Stuart Humphreys, Automotive PR Manager, T: 01527 513410, M: 07738 751930, E: firstname.lastname@example.org
About Halfords Autocentres
Halfords Autocentres is a leading independent garage network with a heritage spanning more than three decades.
Highly trained technicians at over 300 Halfords Autocentres carry out over 1 million jobs a year - including MOTs, car servicing and repairs as well as tyre sales and fitting - for over 850,000 customers a year, with more than 9 out of 10 of them being happy to recommend us to their friends.
Being independent means that we deliver dealership quality work at more affordable prices for any make or model of car. We offer a price match guarantee and a minimum guarantee of 12 months or 12,000 miles on work carried out (See website for terms and conditions).