Driving Success: How Halfords Revitalised its Affiliate Strategy

Client: Halfords

Halfords, a leading retailer of automotive and cycling products, aimed to optimize their complex affiliate program to drive significant growth across multiple categories. MG OMD was tasked with increasing period-over-period revenue by 15%, boosting overall basket size, and raising revenue and basket size by 10% in key categories like Cycling and Tyres.

They implemented a data-driven, four-step approach: Analyze, Predict, Implement, and Evaluate. This strategy was designed to restructure and optimize the affiliate program, recognizing that a well-managed affiliate system can be a powerful growth engine but required a strategic overhaul.

Working closely with Halfords, MG OMD conducted comprehensive analysis, tested multiple commission scenarios, overhauled the program, and continuously monitored and refined it. Challenges included managing the program’s complexity and ensuring a smooth transition to the new structure.

The results exceeded expectations: a 33% period-over-period revenue increase (against a 15% target), a 32% rise in basket items, an 83% revenue lift and 82% basket increase in Cycling, a 15% revenue boost and 16% basket growth in Tyres, a 12% rise in active publishers, and a 20% increase in clicks. Additionally, the program unlocked 77 new sales-driving categories.

This data-driven optimization transformed Halfords’ affiliate strategy, strengthened publisher relationships, and laid the foundation for sustainable long-term growth—demonstrating the effectiveness of MG OMD’s strategic approach.