Case Study: Halfords Autocentre achieves actionable ROPO phone-conversion insights during COVID-19 with Infinity Tracking

Halfords Autocentre - Customer Case Study

Halfords Autocentre, a leading UK operator with over 300 service centres, faced a major measurement gap: roughly half of customers researched online but booked by phone, so digital activity couldn’t be reliably tied to thousands of daily offline conversions. That blind spot prevented them from optimising campaigns, improving the online-to-offline customer journey, and seizing revenue opportunities—an urgent problem amplified by COVID-19 when call volumes spiked for reassurance about openings and safety.

Halfords implemented Infinity’s call‑tracking and Google integrations, initially across 30 sites then rolled out to all centres, to link digital spend to phone conversions. Within two months they identified and optimised high‑value pages, expanded click‑to‑call campaigns, proved the scale of ROPO revenue, pinpointed where showing a phone number boosted conversions, and doubled the number of customer journeys they could analyse—enabling ongoing tests, deeper integrations, and planned use of Conversation Analytics to drive future growth.

Halfords Autocentre

Ryan Vince

Head of Marketing & Digital