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Creating an omnichannel customer experience strategy


Creating a new customer experience strategy to guide the business transformation programme across all brands and channels.


Halfords asked Biglight to help them formulate a new customer experience strategy that was simple, yet robust enough to guide their business transformation programme.

The objective was to inform the design of experiences as they bring their brands together in a unified proposition and create new digital products and services in-store and online.


By repurposing the data available from existing sources and completing our own research, we built a picture of the principle need-states of customers.

We then mapped the key customer journeys to uncover the unmet needs that Halfords is in a position to satisfy in each of their core service areas.

This allowed us to develop a strategy that clarified the experiences the business needed to create and the capabilities they would need to deliver them.


The new customer experience model was communicated across the business and shared with other partners supporting Halfords in their Business Transformation Project.

It is now the strategic framework that guides the design of the digital experiences Halfords will provide across all channels as part of its business transformation programme.

The work Biglight did was excellent. They worked closely with us to understand our objectives and built on our existing research to create a new customer experience model that is the foundation of our business transformation programme. They have exceeded our expectations.

Karen Bellairs - Group Commercial and Customer Director, Halfords.

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