Salmon enhance Halfords online customer experience unveiling their new digital platform for the future

Salmon, the eCommerce digital agency, has announced the unveiling of Halfords new digital platform for the future and overhaul of their existing website. This marks the next phase in the leading retailer's strategy to drive growth online and to its portfolio of 465 superstores nationwide.

The redesign is the latest development to enhance the customer experience and has been deployed across the .com and .ie websites, plus mobile and tablet optimised sites, in less than six months.

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."

Neil Stewart, CEO at Salmon 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.'

Halfords.com now features inspirational visuals. Salmon have designed a no-fuss layout and easier navigation (using a custom accordion) simplified into four key pillars: Cycling; Motoring; SatNav and Audio; Camping and Touring, with a different shopping experience across all four. A new streamlined checkout with half the checkout steps and integration with Google Maps, leads to a much happier shopper experience.

In-depth customer research showed shoppers wanted to see more products, less text and only the key features while shopping. The new layout shows more products upfront with just the key details highlighted, such as customer ratings and price. Products with many variables (e.g. bikes with different frame sizes) are now displayed once, with an option to select frame size via a drop down menu.

The new website has a much more friendly, engaging and informative "voice." Halfords has rewritten over 4,500 product descriptions and more than 50 advice articles. For a seamless digital experience, communication with customers via text alerts and emails now reflects Halfords new friendly, engaging and informative tone of voice.

Halfords now has over 170 product videos for their brands as well as 50 new How To videos demonstrating Halfords service credentials, ranging from basic bike repairs to more technical videos. The videos are shown on Halfords YouTube channel and will be shared via Facebook over the coming weeks. Salmon has re-written the Scene 7 viewer for HTML 5 so that videos on Tablet are more viewable.

Halfords has simplified their customer proposition so that now ALL orders placed online for collection at one of Halfords stores can be paid for in-store instead of only some of them. The in-store process will change as some orders will combine products which are stocked in-store with items coming from the distribution centre or courier deliveries.

Neil Stewart, CEO at Salmon, said "We have been working with Halfords since 2005 and during this period Halfords multichannel strategy has grown significantly year-on-year. This combined with their extensive product range and store network offers a compelling array of services which meet the changing buyer behavior as online becomes further embedded in everyday life."

Other services Salmon provided include:

  • Usability testing
  • Performance testing
  • IBM WebSphere Commerce upgrade
  • Database tuning

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