The impact of Retail FOCUS at Halfords can be summarised in one statement from Stephen Hughes: "At the beginning of the project we could clearly see the benefits the database structure would give us in capturing core data and targeting information at the store-specific level. Halfords are well ahead in achieving the goals they set for themselves only 15 months ago. What we didn't realise was the benefits we would gain from 3D visual capability the system offered, this provided us with the ability to turn store layouts into corporate knowledge." Stephen Hughes, Space Planning Manager, Halfords Turning information into corporate knowledge Halfords elected to work with Visual Technology and this demanded both trust and methodology to translate and integrate their 650 bespoke equipment "blocks" into a database of information accessible throughout their organisation. This project brought together ACNielsen, Visual technology and Halfords own space planning and IT teams. Training in both AutoCAD and Retail FOCUS was provided by Visual Technology. Whilst Visual Technology upgraded the 2D blocks into a structured and intelligent 3D form, the Halfords team converted the original drawings into a Retail FOCUS database and also rationalised and unified the planograms. Stephen Hughes manages the Halfords Space Planning department, which incorporates the two key building blocks required to link the Retail FOCUS space planning system to the planogram system. The Presentation Teams manage the planogram production process, display guidance development and bespoke fixtures development. The team also manages the rule sets and merchandising principles which link to the Retail FOCUS product. Also, within Stephen's team are the space planners who use AutoCAD and Retail FOCUS applications for the generation and management of plans for the entire Halfords portfolio of stores. The planograms generated by Spaceman are confidently linked with prevision by the space planners into the floor plans and annotated automatically with their correct product names and descriptions. The implementation began late in the year with the planning of Halfords 330 Superstores and is now approaching readiness for the rollout of Halfords Spring.
A results based solution Two head office space planners now accomplish this exercise that previously took 24 skilled area planners out of the field for many weeks each year, yet the accrued benefits go way beyond the saving in manpower and cost. Information is now instantly accessible to the space utilisation and performance evaluation systems at head office. The previous 6 week cycle for data feedback to the Halfords decision support mechanism has now become instantaneous. Stores can now be planned and analysed by department to improve space utilisation and performance. There is now a living database with connectivity generated and updated throughout and entire planning process. Halfords now has the mechanism to ensure that they deliver the right store-specific planograms to the right stores at the right time. The provision of quick and accurate information to store managers allows them a mechanism to survey their own stores, update plans, amend equipment and product orders in the same day, and to agree changes with head office. Linkage of product information to the supply chain will help create an accurate assessment of stock positions and ensure that product is not tied up in storage instead of being on display.	Linkages are available from Retail FOCUS to import EPoS data for the generation of "Hot Spot" analysis within each store. The efficiency of the Retail FOCUS system means that more special promotions can be planned and evaluated by the Marketing Department. New designs and concepts can be tested rapidly and retained within a stores database for future use. The easy and automatic generation of 3D rendered perspectives from 2D plans facilitates faster decisions on visual merchandising and capital expenditure programmes. The intelligent floor plan tells product and fixtures what they are, and where they are within each store, and so aid asset management. Each store can be analysed to ensure that it has the right POS graphics packs delivered and thus reduce the wastage from print over.
The project was completed on time and to agreed costs and standards with minimal disruption to normal business. The potential is now available to drive fundamental business changes. The smooth integration of the new business process into the organisation will produce cost savings for Halfords they will repay the initial costs within a full financial year.
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