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

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460 retail stores throughout the UK

30,000 product lines online

9,000 employees

Introduction 

 

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.

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"It's that personalization 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

"It's that personalization 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.

"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 bringing in personalization and making the digital experience as relevant as possible."

Hannah Beasant

Digital Optimization Manager

Looking ahead 

Qubit has been able to analyze over a year’s worth of data for Halfords so far and has developed behavioral 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.

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