Halfords drives sales with new Product Information Management system
Working with Javelin Group, Halfords has integrated a new Product Information Management (PIM) system into its
e-commerce solution to help it manage product data and to enable customers make informed choices about products.
Having identified a requirement for a PIM, e-commerce and omni-channel retail consultancy Javelin Group selected the Heiler PIM solution and successfully integrated it into Halfords’ existing ecommerce platform and search solution.
The new solution provides Halfords with a consistent, centralised tool for storing and distributing all key customer-facing product data, and also means new products can added to the website more quickly, reducing the time to market. It contains information on 30,000 skus, which span a broad range of categories including bikes, bike parts and accessories, cycle clothing, car maintenance, camping, and travel and touring.
With product attributes now linked to the search functionality, customers can navigate the site more easily and swiftly. Once they have found the required products, customers benefit from the richer and more detailed product information to help them to make knowledgeable, confident choices and purchases.
The PIM replaces a de-centralised, legacy spreadsheet-based system, which was severely challenged by a large product range from many different suppliers and across many categories, and a constant stream of new products coming online.
Clive West, digital director at Halfords, said: “We are delighted with our new PIM solution and the enhanced customer experience it provides across our web, mobile and tablet sites. Javelin Group has been central to the delivery of this project, from their expertise in technology strategy to experience in development. It has been a pleasure to work with the Javelin Group team on this project.”
Fraser Davidson, CTO and director of technology services at Javelin Group, added: “With a very broad product range, including some products with in-depth technical information requirements, the new PIM gives Halfords one central tool for managing all key customer-facing product data, and a reduced time to market for new products. From strategy, to selection and then implementation, we are very pleased to have successfully delivered this PIM solution to Halfords, offering customers a highly enhanced experience online.”
In the longer term, an integrated supplier portal will allow suppliers to maintain their own product data, to ensure accuracy and consistency.
