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Halfords used localized content powered by Marigold Liveclicker to drive a 57% increase in bookings across their underutilized garages
“Developing a relationship between the customer and their local Autocentre is key to the long-term success of our SMR campaigns, and Liveclicker enables the team to present geo-location content in new and engaging ways.”
The CRM team was challenged by the business to drive customers into Halfords Autocentres with spare capacity in the local area. The team also wanted to maximise their campaign performance click through rates, while minimising their unsubscribe rates.
Combining Cheetah Digital by Marigold with Marigold LiveClicker allowed the CRM team to create richly personalised emails. They fused local personality with dynamic, location based offers to make each email feel like they were built for an audience of one.
Cheetah Digital by Marigold with Marigold LiveClicker helped spark a new strategy, driving impact on all fronts, empowering Halfords to increase bookings across their under utilised garages The local approach drove increases across all key metrics throughout the funnel.
The CRM team was tasked with driving more customers to Halfords Autocentres by making better use of spare capacity in local garages. At the same time, they needed to boost click-through rates, reduce unsubscribes, and improve overall campaign performance.
To achieve this, the team aimed to move beyond generic nationwide emails and adopt a more localized content approach that reflected each customer’s area. By tailoring campaigns in this way, Halfords could increase engagement, generate incremental bookings at underutilized garages, and give customers faster access to appointments.
Combining Cheetah Digital by Marigold with Marigold LiveClicker allowed the CRM team to create richly personalized emails. They fused local personality with dynamic, location-based offers to make each email feel like they were built for an audience of one.
The solution was built with these components working in harmony:
Halfords wanted their emails to have as much personality as possible, and really have the recpients feel as if they were receiving an email from the local team.
The name and details of the customer’s nearby garage were displayed above the fold, and trust was built with the reader by conveying, in copy, the skills of the technicians they employ and the quality of the parts they use.
The focus of the campaign was always on driving customers to book at centers which had been identified as underutilised.
This also meant there were more convenient time slots available to book immediately. This was a real win-win for Halfords and its customers.
The team created emails featuring the latest offers and available services at their local center, along with a section highlighting the key benefits of choosing Halfords.
The team used Liveclicker’s feature called LiveImage to display highly personalised content, based on the location data, within the header of each customer email.
Cheetah Digital by Marigold and Marigold Liveclicker helped spark a new strategy, driving impact on all fronts, empowering Halfords to increase bookings across their underutilized garages.
The local approach drove increases across all key metrics throughout the funnel:
