Greetings Direct is the largest supplier of greetings cards by mail order, through their 'Cards for all Occasions' brand. The company sells cards for a wide variety of occasions including birthday, Christmas, wedding, congratulations, good luck, new baby and many more. The customers buy the cards on a continuity basis, receiving them monthly, benefiting from considerable savings compared to the High Street. Customers are very loyal, with a high percentage being multi-buyers with an average order value of £60.00.
Customers are recruited through traditional direct marketing methods with emphasis on addressed direct mail, but also through package inserts and media inserts, making them very receptive to direct marketing promotions.
Profiling has been carried out by a number of well-known lifestyle database companies providing a valuable insight into this list. The results have shown that 99% of the file is female, with 72% being married and 78% being homeowners. With regard to age, 52% of the file fall into the 35-54 year old age band, with a further 38% being aged 55+. The profiling indicates that 53% earn over £25,000 pa, 24% are housewives and 45% have children at home. There is a higher than average credit card ownership of 70%.
These customers enjoy the following; sewing/needlecraft, gardening, reading, crosswords, prize draws, pets and donating to charities. They are regular mail order buyers, with 43% buying by mail 6+ times a year.
This list should work well for a wide variety of mailers and in particular for clothing, financial, book and general gift related catalogues.
|
