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FEATURE12 October 2017

Understanding Halfords’ customer journey

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Features Impact Retail UK

When Zoe Nicolay joined Halfords in 2015 as head of customer, just 3% of the retailer’s sales could be matched to an identified customer. By focusing on creating a single customer view, Halfords now has a clear understanding of them and their journey. By Bronwen Morgan

Nicolay had been with the company for one week when CEO Jill McDonald joined and put her first question to the business: “What do we know about our customers?”

“The answer she got was: ‘Not ...