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...

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