Halfords revamp to woo shoppers

Halfords has relaunched its online offering, replacing swathes of text with more imagery and boosting the site’s functionality in an effort to improve shoppers’ experience.
The overhaul is in response to research which showed customers wanted more products, less text and key feature highlights. Last week the company revealed like-for-like sales growth for the fifth successive quarter, with cycling sales up an impressive 28% compared to two years ago. Car maintenance was also up, 5.8%.
The new site, Halfords.com, has been split into four key zones – cycling, motoring, sat nav & audio, and camping & touring with a tailored shopping experience for each area.
Building and fitting services, which are available nationwide, are given prominence on the new site alongside links to Halfords social channels. The imagery and tone of voice is also being used in the retailer’s customer communications through text alerts and emails. The Bio Agency was appointed as Halford’s lead digital agency earlier this year.
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.”
Additionally the checkout process has been simplified with half of the steps removed and all orders places online available for collection and payment in store.