Advantage conference: Customer base is an ageing population
Over half of Advantage’s customers are over 55 years of age.
Research carried out by the consortium found that elderly couples, empty nesters and single pensioners accounted for a large proportion of clients.
Some 37% of customer are 65 and over and a further 23% are between 55-64. Only 8% are aged 25-34.
"Most of our customers are cautious couples and counting the pennies," said
"We are low on families and young professionals."
Advantage head of marketing Mark Rowe said knowing the Advantage customer base was essential, so that they could target them properly.
"We are doing a lot of work targeting our customers to make sure we are spending time and effort in the right place. The good news are that there are pockets of serious money."
Advantage members have a 37% retention rate with their customers.
"That means that every year we have to find 63% of our customers again. If we can help you improve your retention rate, so much the better. That’s what we do with our direct marketing."
Jeremy Skidmore
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