Halfords: Halfords motoring club

Halfords, a motoring and cycling retailer, attracted new customers in the UK by launching a digital-first free and premium membership that provided them with special, personalised benefits.

Halfords had ambitions to create a loyalty proposition to drive deeper emotional engagement, grow customer basket and build retention. But what would its customers want?

Strategy

The new motoring club proposition was built around the premise of keeping customers moving, safe and saving. Research showed instant and relevant customer and vehicle benefits - making life easier or cheaper - were key to success.

The programme went beyond discounts and offers, focusing on the wider remit of improving the health and safety of a vehicle, so maintaining a car is as hassle-free as possible.

Collecting valuable VRN and mileage data as...

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