Halfords’ marketing activity will now run under the strapline ‘For Life’s Journeys’, it has revealed, ahead of a push in the coming year as it looks to re-establish the brand among cyclists following a testing year which recently saw half-year pre-tax profits slump 6.3 per cent.
The brand’s newly instated chief executive Jill McDonald recently introduced the next phase of its turnaround strategy, which it has dubbed 'Moving Up a Gear', and said would focus on improving customer service and experience through better use of data.
As part of the strategy it also looked at its brand purpose and framework to support its goal of being “a customer’s first choice for life on the move”, a spokesperson told The Drum today (1 November).
“We are committed to making customer’s journeys better, and at our recent results presentation to the City we confirmed our new marketing endline 'Halfords - For Life’s Journeys'. More details of the brand launch will follow next year,” he said.
The spokesperson declined to offer more detail on its marketing plans.
The push could involve Olympian Sir Bradley Wiggins after he was drafted in earlier this year to design a range of children’s bikes.
McDonald joined the business from McDonalds, where she was UK chief and president of North West Europe, in May this year with the hope that she would build and nurture a culture of customer service at the retailer.
Newly-hired Carat Manchester will handle the media planning and buying for the upcoming campaign after being appointed to the account earlier this year.