Halfords, the cycling and car accessories retailer, has appointed specialist retail advertising agency Gratterpalm to handle its in-store marketing strategy.

Gratterpalm will be tasked with achieving a step change in Halfords’ in-store communications, bringing more creative consistency and message clarity. The agency’s first campaign will launch across the retail chain’s 467-store estate in the UK and ROI in May.

David Durie, Marketing Director at Halfords said: “We are transforming Halfords through the quality of our service and the expert advice our staff provide. In-store communications are vital to convey this repositioning to customers and promote unique offers like our WeFit and bike repair services. Gratterpalm has really impressed us with their passion, both for our business and the retail sector, as well as their ability to work collaboratively with lead agency partners.”

Gordon Bethell, Managing Partner at Gratterpalm added: “It’s an exciting time for the Halfords business and we are very pleased to support them on their journey. The right in-store environment is key to positioning Halfords as a provider of expert help and services, and we look forward to the creative challenge.”

Gratterpalm will work closely with Mother who was appointed as lead advertising agency in February.


For further press information, please contact Calvin Chan at Gratterpalm on 0113 246 2860, or email calvin.chan@gratterpalm.co.uk

Notes to Editors:

Gratterpalm, the UK’s foremost retail agency, specialises in leading change in some of the country’s fastest-moving retailers and FMCG brands including Asda, Greggs, DFS, Arla Foods and Morphy Richards. Established in 1978, the Leeds-based agency boasts a team of 160 retail experts who deliver brand and sales success every day through in-store, online, mobile and advertising.

About Us

Halfords is the UK's leading retailer of automotive, cycling and leisure products and, through Halfords Autocentres, also one of the UK's leading independent car servicing and repair operators. Halfords customers shop at 465 stores in the UK and ROI and at halfords.com for pick-up at their local store or direct home delivery. Halfords Autocentres operates from around 300 sites nationally and offers motorists dealership-quality MOTs, repairs and car servicing at affordable prices. The Halfords group strategy is based on three pillars: · Supporting Drivers Of Every Car · Inspiring Cyclists Of Every Age · Equipping Families For Their Leisure Time The Getting Into Gear strategy for the Retail business is based on executing in five key areas in order to deliver a significantly-enhanced customer experience: · Service Revolution · The H Factor · Stores Fit to Shop · 21st Century Infrastructure · Click with the Digital Future Halfords employs approximately 12,000 colleagues and sells around 9,000 product lines in store, increasing to around 160,000 Retail products online. The Retail offering encompasses significant ranges in car parts, cycling products, in-car technology, child seats, roof boxes and camping equipment. Halfords’ own cycling brands include Apollo, Carrera and Boardman cycles, augmented by a range of other brands of cycles and accessories, including Kona, Mongoose, Raleigh and Pinarello. In Auto, the Halfords Essentials and Halfords Enhanced ranges are sold alongside brands such as Generic Electric, Bosch, Garmin and TomTom. The Retail Auto offering was recently augmented by the introduction of Car Parts Direct, a service delivering rapid customer access to around 130,000 car parts. In Travel Solutions, Halfords sells a premium range of camping equipment including brands such as Vango and Outwell. Halfords offers customers expert advice and a fitting service for car parts, child seats, satellite navigation and in-car entertainment systems, and a service for cycles.