The solutions are integrated which means it can push through a more personalised email campaign to recommend items the customer may already be interested in. And based on the quality of that experience and the product that they buy, they come back again and again,” explained Louise Ford, Head of Digital Product and User Experience.Ĭommerce Cloud is behind the new e-commerce platform, pulling in data on customers, and capturing information about their vehicle, bike, and even their buying habits, which then feed into Salesforce Marketing Cloud. “My reaction was that this is how the Halfords brand should be represented online, where, by building and nurturing our relationship with the customer, the transaction follows naturally. So much was achieved in a short space of time and all the partners involved said it was one of the smoothest transitions they had seen. It was a fantastic programme and we’re very proud of it. “We were very, very pleased with the result made possible by Commerce Cloud. “As the first manifestation of our new strategy, it was vital to get this right, and at one stage we had 150 people involved in creating the new platform,” said Holden. With help from Salesforce partner, Astound Commerce, the solution was implemented and integrated seamlessly, with support and upgrades taken care of. Pulling data from throughout the business to create a 360-degree view and history of every customer, Commerce Cloud gives Halfords the flexibility to respond instantly to events, trends, and customer preferences, and provide connectivity between the online and instore customer experience. The goal was to become a modern, ‘super specialist’ business with a comprehensive, integrated, and convenient services offering, retaining customers for life by proactively taking care of all of their motoring and cycling needs.Īt the heart of the transformation roadmap to next-generation Halfords was a single, integrated trading platform,, powered by Salesforce B2C Commerce Cloud, a one-stop-shop for all things motoring and cycling. When new CEO Graham Stapleton arrived in January 2018, a strategic review resulted in an acceleration of investment in the business, reflecting the uniquely fast-moving retail sector and ever-evolving customer expectations. You could say that we were a bit of a sleeping giant really, albeit quite a successful one.” But, in the past, we weren’t particularly forward thinking, certainly in technology terms. People trust us and many customers are very loyal. “Many kids get their first bikes from Halfords, most people have a good idea what we offer and regularly visit one of our stores. “I think most people would agree that Halford’s has a great history, with an emotional connection for many people,” said CIO, Neil Holden. Its three-year transformation programme aims to capture and interrogate customer data to create a seamless, consistent, and highly personalised retail experience, whether online or instore. With the support of long-standing and trusted partners like Salesforce, it’s been embracing landmark digital innovation too.
Halfords is rightly proud of its fabulous heritage, but it has both eyes firmly on the future, rapidly growing its motoring services propositions, embracing evolving trends like e-bikes, e-scooters, and electric vehicles, and introducing mobile delivery of services at customers’ homes and at business premises too. Its 10,000 employees understand the value of personal service and, in return, are trusted by millions of customers seeking sound advice and guidance, as well as a great product. Window.dataLayer = window.More than 90% of people in the UK live within 20 minutes of one of Halfords’ 750+ locations, and it accounts for 25% of all UK sales of car parts, accessories, and consumables, and 25% of all cycle sales too.
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