SCV POWERS CUSTOMER CENTRICITY AT HALFORDS Q. How can Halfords understand customer behaviour groupwide to develop a customer-centric marketing strategy? A. We built Halfords a Single Customer View (SCV), a multi-billion row database combining nearly 40 first- and third party held data sources. WHAT’S THE STORY? Halfords had a wealth of customer data at their disposal – transactional, engagement and behavioural assets from across the group’s brands. However, with the data siloed and therefore little view of overlapping customers across the estate, they were losing out both operationally (by needing to maintain separate data/systems infrastructures) and also commercially, missing the insight needed to drive strategic and targeting decisions. They needed a solution to support at both a group and brand level and a way of matching the rich data together as comprehensively as possible. WHAT WE DID Moving at pace to ensure value could be extracted as quickly as possible, we built an SCV combining disparate data sources and legacy data solutions from across the business. Using sophisticated algorithms to match together known customers we created a single record for each customer, resulting in a 360-degree view of behaviour both online and offline. THE IMPACT Updated daily, the SCV enables Halfords to answer questions from the business using the most up-to-date data. Utterly comprehensive, the SCV grew the number of orders that could be matched to customers by 24 x over two years, creating rich insight to drive business strategy and a personalised and targeted CRM programme that delivers major incremental revenue. Previous ADVANCED ANALYTICS SLASHES CHURN BY OVER 90% Next MATCHING DINERS TO DINNERS AT PREZZO Contact Us Planning-inc Ltd, 90 Union Street, London, SE1 0NW contactus@planning-inc.co.uk +44 (0)20 3998 7310 Registered Office: 75 Bermondsey Street, London, SE1 3XF. Registered in England and Wales No 4118854. Copyright © 2021 Planning-inc. All rights reserved. Site Links What We Do Products Blog Who We Are Contact Careers Privacy Policy Cookie Policy Subscribe By entering your email address, you agree to receive the latest marketing and insights from Planning-inc. You can unsubscribe at any time. SIGN UP For information on how Planning-inc uses your personal details, please see our Privacy Policy. We use Analytical Cookies to enable us to collect anonymous information on how visitors use our website. This helps us to make improvements to the website content and navigation. If you Decline, we will not use Analytical Cookies to track how you use our website, but a single cookie will be used to remember your preference. Strictly Necessary cookies will still be used. For more information please see our Cookie Policy. Accept Decline