About · For Halfords
Probability is the product. Halfords decisions are the outcome.
Veylor Swift is a small, senior ML consultancy. This site is a working proposal to Halfords: a decisioning layer that turns the data platform, CRM and Motoring Club into a single ranked action per customer per day.
Principles
How we think.
01
Decisions, not dashboards
Every model we ship for Halfords will exist to change a single decision — a booking, a contact, an offer. If the decision doesn't move, the model didn't work.
02
Causal over correlational
Uplift is the default. We invest in true experiments across the Halfords customer file — not observed lifts.
03
Calibrated probabilities
A 0.72 must mean 72%. Miscalibrated models make miscalibrated decisions — and blow up the discount envelope.
04
Ship into production
We work inside the Halfords stack — data platform, CRM, app, Autocentre booking. No wall-throwing.
Team
A senior bench. No pyramids.
Every engagement is led by a principal with 10+ years shipping decisioning systems at retail, automotive and subscription scale. We stay small on purpose.
Principal Scientists
Backgrounds across automotive aftermarket, retail loyalty, and telco CVM.
Decisioning Engineers
Feature stores, real-time scoring, and integration into CRM, app and store systems.
Experimentation Leads
Randomized design and causal inference at production scale.
Why this proposal is for Halfords.
Halfords is one of the very few UK retailers with a service estate, a subscription base, and a specialist category alongside its retail floor. The next best action problem is unusually well shaped here — and unusually valuable to get right.