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Halfords set to improve search and merchandising through new technology

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Halfords is to introduce new search and merchandising technology to help its customers find what they are looking for more speedily.

The multichannel cycling-to-motoring retailer, is to use Fredhopper technology from January. Using the search, navigation and merchandising solution, Halfords aims to refine its product catalogue through more coherent categories and preferences, so that its 15,000 products are more easily found by the 925,000 unique visitors who enter the site each week. Fredhopper says its technology will produce accurate search results even if names or descriptions are misspelt.

“Our extensive online customer feedback, as well as our growing catalogue, prompted the review of our current search and browsing facility,” said Tricia Owen-Williams, online search manager at Halfords. “Our customers are telling us that our search and browse technology is not good enough, and we will not ignore that. As our product range expands it will become more difficult to browse and search effectively, so the technology we use must change to help customers with their purchasing journey.”

Halfords will use the technology as a cloud-based software solution as it improves user experience and conversion rates on its site. It aims to increase conversion rates by 10% in the next three years, following implementation of the technology.

“By listening to its customers about on-site search and browsing, Halfords is on the right track to improve conversion rates and increase customer satisfaction,” said Allyson Tremblay, UK sales director at Fredhopper. “Our technology will enable users to search and browse items more effectively, as well as making for a more engaging experience overall.”

Fredhopper won the business following a competitive three-way pitch.

“We wanted a really intuitive interface, coupled with very powerful search, navigation and merchandising tools that would help customers find products, drive conversion and improve average order value,” said Owen-Williams.

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