Halfords overhauls marketing strategy in search for emotional connection

Work on the new strategy began more than 18 months ago when Halfords embarked on its most extensive piece of customer insight work to date. It interviewed thousands of people, both online and offline, to get an understanding of what they thought of the brand and its place on the high street.
The aim was to find a way to reposition the brand so that it meant something to consumers. Marketing director Karen Bellairs admits Halfords had previously only really spent its marketing budget on price and