Halfords appoints Gratterpalm for in-store change

There are two companies you may not expect to find in the UK’s Top 20 agencies: production specialist TAG (now working with Wieden+Kennedy London on Tesco) and Gratterpalm, hailing from Leeds.

Gratterpalm is living testimony to the fact that a niche is a good thing – provided it’s big enough. And the agency, which specialises in in-store marketing, seems to have found a big one.

Cycle and motoring accessories retailer Halfords recently appointed Mother to its above the line account and now Gratterpalm has been given the job of making the stores look more lively and appealing (at the moment they don’t). There’s no point in promising customers al sorts of goodies in your advertising if the in-store experience lets you down – as Tesco has found recently in the UK and its failed Fresh & Easy adventure in the US.

Halfords marketing director David Durie says: “We are transforming Halfords through the quality of our service and the expert advice our staff provide. In-store communications are vital to convey this repositioning to customers and promote unique offers like our WeFit and bike repair services.

“Gratterpalm has really impressed us with their passion, both for our business and the retail sector, as well as their ability to work collaboratively with lead agency partners.”

Gratterpalm has been tasked with improving Halfords’ in-store communications, bringing more creative consistency and message clarity. The agency’s first campaign will launch across the retail chain’s 467-store estate in the UK and Ireland in May.

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