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

Discussion

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

Latest

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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer