Outdoor equipment specialist Halfords has improved its web site with a multi-channel capability that allows customers to buy an item online and collect it in store.

The new online platform is aimed at helping to improve service, drive profitability and differentiate the business' brand.

“It is very important for us to be able to predict customer’s expectations building our customers loyalty and enticing new online shoppers," said Halfords channel development manager Jon Asbury.

"To do this we knew we had to organise the business around the customer and deliver a consistent brand experience no matter how our customers choose to shop with us," he said.

"We can now provide a quality shopping experience any time, any place, anywhere and have a business model in place that will support long term, sustainable growth and profitability.”

Using the new web site, customers can choose from a range of stores for collection based on entering their postcode or town name and will be able to mix home delivery and store collection within a single transaction.

The business has synchronised online ordering and store fulfilment and will be rolling out the consolidated system through its network of stores nationwide this spring.

Halfords worked with supplier Salmon on the project.