Halfords completes web overhaul

Retailer hopes to meet customer demands for better online service

Halfords hopes to improve the online shopping experience for its customers

Outdoor equipment specialist Halfords has completed a major integration project geared at improving its online offering and meeting customer demands for a multichannel retail operation.

The project was completed in nine months and saw the integration of corporate data, IT systems and third-party software. The web site design and product search were also improved, and web 2.0 functionality was added.

Online call centre support has also been introduced to assist customers through advice, ordering, payment and store reservation.

"This investment has centred on improving search, convenience, service and cross-channel optimisation," said Steve Lowe, head of service and channel development at Halfords.

IBM WebSphere e-commerce products underpin the retailer's new online infrastructure, aimed at improving product ratings and reviews, providing news feeds and enhancing dynamic imaging.

The retailer will also benefit from improved merchandising tools, access to product information management, site analytics and better search engine optimisation.

Halfords worked with supplier Salmon on the project.