Segmentation is the key to personalising every aspect of the customer journey

Segmentation is the key to personalising every aspect of the customer journey
Halfords

Segmentation is the key to personalising every aspect of the customer journey

How the team at Halfords is empowered to act on in-depth customer understanding

The low down

460
retail stores throughout UK

30,000
product lines online

9,000
employees

Background

Established in 1902, Halfords has been known for one of the best high-street customer service experiences you’re likely to get. The retailer of car parts, car enhancements, camping equipment, and bicycles, have been on a huge digital transformation in the last couple of years.

Now is the time to match that in-store experience, with their digital experience. Scaling the digital offering is imperative and having an in-depth knowledge of their customer segments will ensure lifetime value.


 

"Huge amounts of our customers already tell us what car they’ve got so they can fine-tune the part search. We need to form a proper memory of that customer so the next time they come back to us, no matter what channel they’re in, we’re actually serving the information faster, quicker and more appropriately."

Tony Rivenell
Chief Digital Officer

Tony Rivenell

"It's that personalisation piece that's key to enabling service. It's taking digital from being what can be a distant sales experience, to making the customer feel like the Halfords colleague is truly by their side, even when they're connecting through a digital channel."

Tony Rivenell
Chief Digital Officer

Frequently Bought Together with Family Shoppers

By using data at their fingertips, Halfords have been able to understand purchasing behaviour of different customer segments and then influence the customer journey.

Using behavioural insights, the team were able to see that Family shoppers buying from the kids category were likely to buy just one product, but were spending more than other customer segments.

Halfords subsequently launched a ‘Frequently Bought Together’ experience, a product recommendations part to the page, where customers can see complementary products that go with the original product purchased, as a way to try and increase the total basket size.

Frequently Bought Together with Family Shoppers

Looking Ahead

Qubit have been able to analyse over a year’s worth of data for Halfords so far and have developed behavioural insights for each category of product and type of customer that shops. With over 30,000 product lines online, having a deep understanding of each customer journey is imperative to ensure relevancy with communications and offers.

Ramping up the number of experiences that can be launched is possible with the Qubit Customer Influence Engine. Coupled with a robust and dynamic segmentation of customers means serving the right content to different customers, at the right time, across product lines can now be achieved.

Hannah Beasant

"Most people tend to shop in one area of products when they come back. We've got a massive opportunity to target the website to that particular customer and say, "We know you're a cycling customer. We know you're interested in mountain bikes. Therefore, we're definitely not going to show you someone in Lycra, we're going to show you someone racing down the hill, muddy, at the weekend as that's what you're interested in." It's coming back to that idea of personalisation and making the digital experience as relevant as possible."

Hannah Beasant
Digital Optimisation Manager

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