Halfords is the UK’s leading retailer of automotive, cycling and leisure products. With a complex multi-channel digital footprint, they needed a best-in-class digital strategy that could drive both their overall margin revenue and grow traffic. With over 20 years of retail multi-channel experience, we understood that the challenge was to be able to take their existing digital channels and make them working more cohesively.
We took over the management of paid search, SEO, Product Listing Ads (PLAs) and affiliates and immediately began working alongside Halfords attribution software partners to understand exactly where each channel was contributing to basket profitability.
The paid search and PLA accounts were completely restructured to increase granularity and relevance. A full SEO technical audit, keyword mapping exercise and content marketing campaigns were undertaken to drive non–brand organic visibility around core retail pillars.
Key affiliates were migrated to our own private platform where we could directly liaise and share objectives and expectations for the following year.
- 75% growth in visitors and 142% improvement in PPC ROI
- 40+ targeted content pieces produced to support non-brand SEO
- 70% of target keywords now appearing on the first page of natural search
- 40% reduction in CPCs and 26% growth in ROI within first 4 weeks of PLA restructure
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