Halfords launch transactional mobile site

Halfords has launched its first ever transactional mobile website, and it’s the first mass UK retailer to offer PayPal as a mobile payment method.

The transactional site builds on the success of Halfords’ mobile site, which went live in August, and adds further enhancements to the site in addition to the ability to pay for orders via their mobile phone.

Since the launch of the dotmobile site, the retailer has seen mobile visitor numbers increase to 8% of Halfords’ dotcom total, and conversion levels have also doubled.

Chris Corbin, Head of Multichannel at Halfords said: “More and more of our customers are accessing our site via mobile and we want them to have the same experience as they have from a computer. Smartphones point to how trends in shopping habits are changing fast.”

The new transactional site, developed by Salmon, makes Halfords the first retailer in the UK to offer such a variety of delivery options via their smartphone. Mobile customers will now have access to Halfords’ extended range of products and the same fulfillment options in use on the main Halfords.com site.

Customers can choose from Home/Work Delivery, Order & Collect (Free to Store) or Reserve & Collect, as well as using functions to search for products, read customer reviews, compare products, and find their nearest store with stock.

When using the new dotmobile site, customers can choose to pay by credit/debit card or PayPal, the same payment methods supported by Halfords.com.

The mobile platform was developed by Salmon using the same underlying architecture as Halfords.com (IBM WebSphere Commerce). Developing the transactional capability involved complex integration by Salmon between the mobile site, DataCash and PayPal to offer 3-D Secure. Salmon also integrated the mobile site with Multimap, SAP and Store6.

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