Halfords Website Relaunch
Halfords.com has launched a completely redesigned website with enhanced functionality to provide a better online experience for customers.
Halfords multichannel ambition has grown significantly year-on-year, particularly through the launch of new ranges of Cycle parts, Accessories and Clothing. Halfords .Com now offers some 45,000 products and in its recent results Halfords revealed that online sales have grown 16.9% in the last six months and now represents some 11.5% of total sales. The site’s overhaul marks the next phase in the leading retailer’s strategy to drive growth online.
The new Halfords.com site features inspirational visuals, a no-fuss layout and easier navigation - simplified into four key pillars: Cycling; Motoring; SatNav and Audio; Camping and Touring. The different demands of customers shopping in each category is also catered for with a tailored shopping experience for each pillar.
The changes follow in-depth customer research that showed Halfords shoppers want to see more products, less text and key feature highlights. To achieve this Halfords has rewritten over 4,500 product descriptions and introduced inspirational imagery with more products displayed per page. Making the new website more friendly, engaging and informative.
The site highlights the Halfords building and fitting services that are available through its nationwide network of stores. There are also links to Halfords social channels particularly a series of new product and “how to” videos on Halfords U tube pages. For a seamless digital experience Halfords communication with customers via text alerts and emails now reflects the same friendly, engaging and informative tone of voice as used on the site.
Halfords has simplified checkout processes by removing 50% of the current checkout steps and now ALL orders placed online for collection at store can be paid for in store rather than online.
Halfords Digital Director Clive West said: “Our new website represents a real commitment to Halfords online offer. More and more of our customers want to use the web as part of their purchasing trip with us. We’ve consulted extensively with them and believe the improvements we’ve made will increase the ease and enjoyment of shopping with Halfords.com.”
Ends
Louise Iles
Email: louise.iles@halfords.co.uk
Tel: 01527 513206
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About Salmon
Salmon is a highly innovative eCommerce digital agency whose commitment to on-time, on-budget project delivery is increasingly embraced by the leading names in retail, wholesale and manufacturing. Major brands turn to Salmon for its ability to define, deliver and exploit enterprise scale eCommerce and multichannel operations. Salmon quickly understands the business vision, creates realistic project plans and efficiently delivers solutions to plan; based around a management process that removes risk from successful project roll-outs. Customers include Akzo Nobel, Argos, Audi, DFS, Game, Halfords, Kiddicare, Morrisons and Selfridges.
Salmon is headquartered in Watford, Hertfordshire and has offices in China and Australia. For more details about Salmon visit www.salmon.com
Salmon CEO, Neil Stewart said: With a very tight deadline for this project, the Salmon and Halfords team have delivered a huge amount of work in a short space of time. This has only been possible due to our innovative ways of working and the team’s commitment to delivering for the client. I am pleased to say that this has allowed us to deliver the new site on-time, on-budget and Halfords to achieve their business objectives.’
We are BIO.
We have been providing Big Ideas Online since we were founded. We are made up of specialist disciplines including social, content, mobile and technology.
The secret to our success? Cracking the bigger, strategic challenges first. We delve into customer behaviour, attitudes and motivations to discover the insights that drive truly customer-centric, digitally strategic, creative experiences.
So you could say that we are not your typical agency. And you’d be right. We see ourselves as Digital Change AgentsTM.
We work with brands, companies and individuals who want to change. Who want to put digital at their core. Because without change we don’t evolve. We don’t grow. Or develop. And we have changed things. For the bigger, better and to the benefit of the brands we work with.
We are BIO and we are Digital Change AgentsTM. We do this for: Hachette UK, the BBC, Bottlegreen, Moneycorp, Orange, Hibu, Hotel Chocolat and Halfords.
Peter Veash, CEO of The BIO Agency, said:
“We are very pleased to be working alongside Halfords at such a turning point for their business. The changing face of the off and online shopping environment has meant retail strategies need to adapt to meet evolving consumer expectations. We are working closely with Halfords to execute the overarching digital strategy, which placed at the heart of their business, will help deliver a truly engaging shopping experience for their customers. The team is excited to be at the start of this journey in ensuring Halfords lead the way in next generation retail.”
The Group is the UK's leading retailer of automotive, leisure and cycling products and through Halfords Autocentres also one of the UK's leading independent car servicing and repair operator. Halfords customers shop at more than 460 stores in the UK and Republic of Ireland and at halfords.com for pick-up at their local store or direct home delivery. Halfords Autocentres operates from more than 280 sites nationally and offers motorists dealership-quality MOTs, repairs and car servicing at affordable prices.
Halfords employs approximately 12,000 staff and sells around 10,000 product lines in stores, increasing to around 16,000 lines online. The product offering encompasses significant ranges in car parts, cycles, in-car technology, child seats, roof boxes, outdoor leisure and camping equipment. Halfords own brands include the in-store Bikehut department, for cycles and cycling accessories, Apollo and Carrera cycles and exclusive UK distribution rights of the premium-ranged Boardman cycles and accessories. In outdoor leisure, we sell a premium range of camping equipment, branded URBAN Escape. Halfords offers customers expert advice and a fitting service called "wefit" for car parts, child seats, satellite navigation and in-car entertainment systems, and a "werepair" service for cycles.
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