Halfords drops secret shoppers for customer feedback scheme

Halfords: 2011 ad campaign by DLKW Lowe
Halfords: 2011 ad campaign by DLKW Lowe

Car and bicycle specialist Halfords is ditching its secret shoppers' initiative in favour of a customer feedback scheme.

The retailer opted for its customer feedback technology, provided by Empathica, after trialling it at the same time as a secret shopper trial.

Once it has drawn together enough feedback, it will build incentives into store managers' contracts in order to improve its customer service in line with its 'That's Helpful That's Halfords' positioning.

Customers are being asked to give feedback on whether the service was helpful, via a message on the top of receipts.

The message directs customers to a website (www.tellhalfords.com) where they can fill out a questionnaire on how helpful the service was.

Customers are questioned on Halfords' levels of knowledge, service, helpfulness and whether it offered the right products.

Each day the retailer is giving away a £1,000 cash prize and an iPod to those who fill in the questionnaires.

Before providing feedback, customers have to enter the store, till and transaction number, which will allow the retailer to analyse how each individual store is performing.

Steve Marson, Halfords retail operations director, said: "The reality is we don't feel we need to make a big step-change, we feel we need to help our store managers understand their individual store performance."

Halfords began a five-month trial of the Empathica technology in May in 17 of its stores, before rolling it out to all 468 outlets last month.

Next year it is due to carry out a business-wide review of the trends and patterns that have emerged from the customer feedback initiative.

Follow Matthew Chapman @mattchapmanUK


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers