Halfords to test ecommerce trends with Mirakl

Halfords, Britain’s biggest bike retailer, has launched its Marketplace service in order to test ecommerce trends and understand how to accelerate its online presence. The company has plans to stock up to 40,000 stock keeping units (SKU’s).

By partnering with online marketplace provider Mirakl the retailer expects to be able to anticipate and react to trends and customer’s buying behaviour, and test the market for new brands in real time. New products can be introduced to the site within weeks in response to customer demand, strengthening the digital offer further as Halfords’ online sales reached £100 million for the first time in the last financial year.

Halfords Marketplace Trading Manager Nina Morris said, “This launch means we can react faster than ever to the needs of our customers, with more choice and access to more brands. Our sector-leading innovation also means we will be able to target new customers who may not have shopped with Halfords before.

“We know our existing customer is really digitally engaged – Halfords.com had 90 million visits last year and 25 per cent of all bike sales were made online. Marketplace is a huge opportunity for us to innovate in the sector and offer a wider range. “From bikes to scooters, drones to kayaks – we’ll be able to offer our customers all the latest summer must-haves and everything for family journeys with the convenience of home or work place delivery.”

Halfords Marketplace will stock products from over 30 approved partners, including Toolsave, Kiddimoto and e-bikes direct with new lines to be introduced for seasonal picks. It is the latest new digital platform launch for the retailer, aimed at giving new and existing customers a broader range of products delivered to home or work and is an addition to its click and collect offer and eBay store.

The new Halfords Marketplace website is powered by Mirakl, which also provides marketplace platforms for Best Buy, GAME and Les Galeries Lafayette.