The document summarizes Halfords' implementation of a cross-functional eCRM platform and loyalty program from 2010-2013. It describes: 1) Halfords' initial low eCRM maturity rating of 0.56 and opportunity to improve the customer lifecycle. 2) The first program targeted high-volume browsers with automated emails containing recommendations, achieving a 50% open rate. 3) Additional programs were developed including abandoned cart recovery, post-purchase communications, and segmented dynamic emails, driving increases in key metrics like open and conversion rates. 4) The eCRM maturity rating improved 100% from the initial 0.56 to 1.14 within six months, demonstrating significant growth from the new programs.

1. “Demonstrate your experience in
leading an implementation of
crossfunctional eCRM
platform/loyalty program”
Saj Bhojani November 2013

2. Halfords life on the move UK’s leading retailer of automotive and
leisure products
• 1 in 3 bikes sold in the UK is sold by Halfords!
• Strong brand qualities that help customers
enjoy Life on The Move
• 469 Stores + [223] Auto centres nationally
• Differentiating business through service

3. Halfords life cycle 2010 – basic approach to online CRM and loyalty

4. Halfords eCRM maturity behind industry average and best practise,
rating 0.56

5. Significant opportunity for customer lifecycle development

6. Customer lifecycle reviewed and prioritised – high volume browsers
identified as an initial opportunity
First opportunity identified
• High volumes
• Coremetrics partnership – intelligent offer
• Scalable to other triggered programmes
• Potential for further refinement –
segmentation by product

7. Customers who browsed received an automated email with relevant
recommendations – 50% open rate!!!!

8. Prospect conversion – abandoned basket
Prospects have shown propensity
• Didn’t buy, but came close
• Importance of product category
• Scale - applies to every Halfords product
• Track and measure

9. Abandon basket example…strong conversion rates vs mass email –
revenue optimised through creative testing and time of send

10. Post purchase programme week 1

11. Post purchase programme week 2

12. Post purchase programme week 3

13. Post purchase programme week 4

14. Social alerts integrate with Bazaar Voice for UGC

15. Welcome programme developed

16. Preference centre developed for basic segmentation

17. Single Customer View – Multiple data sources consolidated to develop

18. Insight from the SCV enables data driven marketing
– open rates move from 13% to 26%, conversion 6% - 12%
Dynamic Email & Segments
Customer behaviour was monitored, initial
segmentation applied with weighted scores
based on:
–
–
–
–
Purchase behaviour
Abandon Basket behaviour
Browse behaviour
Preference information
Product based segments were defined:
–
–
–
–
Auto
Cyclists
Families
Camping & Touring
Targeted content for each segment was pulled
into a version of the weekly newsletter

19. Post purchase programmes developed for AOF driving 2nd purchase
£37k revenue
Repeat Purchase Test
Insight: 7% of the purchasers on the database have only ever
made more than one purchase
Objective: To target customers that have purchased in the
last month to encourage a second purchase
Response rates:
–
–
–
–
–
Open Rate 42%
CTR 16%
Conversion Rate 18% (687 orders from 3,812 clicks)
Revenue £37,013
ROI £649
Uplift against the ‘no contact’ control cell:
–
The revenue to volume ratio is 1.6 – that is 1.6 times the
revenue per person in the contact cell compared to control.

20. Acquisition programme developed to ensure share of wallet – each
RNB email now worth £40k
Registered not Bought Test
Insight: The consideration to purchase has shown to be 40 days*
Objective: To contact people that have registered in the last 40 days
and not purchased to encourage first purchase
Response rates:
– Open Rate 31%
– Click Rate 17%
– Conversion Rate 20% (80 orders from 394 unique clicks)
– Revenue £40,378
– ROI £584
Uplift against the ‘no contact’ control cell:
–
The revenue to volume ratio is 3.3 – that is 3.3 times the revenue per
person in the contact cell compared to control.

21. eCRM maturity before and after – significant growth –
100% improvement from 0.56 to 1.14 in 6 months