Al Shaya Halfords CRM case study

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A case study detailing a 6 month development of Halfords CRM strategy

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Al Shaya Halfords CRM case study

  1. 1. “Demonstrate your experience in leading an implementation of crossfunctional eCRM platform/loyalty program” Saj Bhojani November 2013
  2. 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. 3. Halfords life cycle 2010 – basic approach to online CRM and loyalty
  4. 4. Halfords eCRM maturity behind industry average and best practise, rating 0.56
  5. 5. Significant opportunity for customer lifecycle development
  6. 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. 7. Customers who browsed received an automated email with relevant recommendations – 50% open rate!!!!
  8. 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. 9. Abandon basket example…strong conversion rates vs mass email – revenue optimised through creative testing and time of send
  10. 10. Post purchase programme week 1
  11. 11. Post purchase programme week 2
  12. 12. Post purchase programme week 3
  13. 13. Post purchase programme week 4
  14. 14. Social alerts integrate with Bazaar Voice for UGC
  15. 15. Welcome programme developed
  16. 16. Preference centre developed for basic segmentation
  17. 17. Single Customer View – Multiple data sources consolidated to develop
  18. 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. 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. 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. 21. eCRM maturity before and after – significant growth – 100% improvement from 0.56 to 1.14 in 6 months

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