{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Having already achieved some success with its 'Reserve and Collect' service, Halfords is extending its multichannel strategy with the introduction of an SMS reservation service.

The 'Text and Reserve' service caters for mobile users, allowing them to check stock availability and reserve products at their nearest store. I've been trying it out...

The service, which was developed by Salmon, only covering motoring products at the moment, though there are plan to extend this to the rest of the product range later.

Text the car part you require alongside your car registration number, and you will get a reply recommending the most suitable product:

The service then locates the nearest store. You need to text your postcode for this, but there are further mobile commerce developments to come from Halfords, and you can see how this could be made more usable for phones with GPS: 

You then have the option of reserving the item: 

It does what it promises, and crucially, replies come quickly enough to make it useful for customers and avoid any frustration in having to wait for a reply. Reserve and collect has worked well for Halfords, with the retailer recently announcing its one millionth reservation.

Such changes in retail are being driven by the consumer, as well as by the amount of new channels and the increased choice that this provides. Retailers have to find new ways to interact with customers to add more value to the overall shopping experience, and this kind of mobile service is a good example of this.

With the help of technology, customers now have more choice of where to buy and who to buy from, so retailers need to understand this and to make it easy for consumers to make purchases and reserve products, whether this is online, offline, or by mobile. 

This service fits very well with motoring products, but there are plenty of other retailers who could benefit from offering similar mobile services to consumers.

Graham Charlton

Published 1 October, 2009 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (1)

Avatar-blank-50x50

Jane Landers

Consumers are definitely becoming more value-driven than ever before as a result of the knowledge and variety that the internet offers them. Therefore it is important that brands use this when trying to differentiate themselves.

over 3 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.