Taking data feeds from web analytics we’ve created ‘abandon basket’ and ‘product browse’ email campaigns. These are automated, triggered campaigns that contain personalised product recommendations based on user behaviour. Results have been very positive with open rates significantly above average and a high conversion to sale. ‘Post purchase email programmes’ tailored around key touch points of the customer journey have also been developed. A customer purchasing a bike, for example, would receive a series of targeted emails with information about their free 6 week bike service, hints and tips on their new bike plus a vouchers and offers on bike accessories. These emails are adding real value to the customer experience and have delivered good results so far. Halfords have found that targeted eCRM drives higher ROI per campaign, plus builds the customer engagement and enhances the brand positioning.