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Halfords refreshes online portal with less text and more images to improve customer experience


By Gillian West, Social media manager

November 12, 2013 | 2 min read

Halfords has unveiled its new look website complete with enhanced functionality in a bid to provide online customers a better shopping experience.

Following consumer research which showed customers wanted more products, less text and key feature highlights, the new site has been split into four key pillars – Cycling, Motoring, Sat Nav and Audio, and Camping and Touring – to allow for easier navigation. Customer needs in each category are catered for with a tailored shopping experience for each pillar.

Halfords building and fitting services, which are available nationwide, are highlighted on the new site alongside links to Halfords social channels. The websites friendly, engaging and informative tone of voice has also been rolled out onto the retailer’s customer communications via text alerts and emails.

“Our new website represents a real commitment to Halfords online offer,” explained Clive West, Halfords digital director. “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”

Additionally the checkout process has been simplified with half of the current checkout steps removed and all orders places online available for collection and payment in store.

A mobile optimised version of the site is planned to launch in spring 2014, with desktop remaining the main source of traffic to the Halfords site.


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