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Marketing Energy to Senior Consumers
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Resumo Sumário |
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Scope
* Segmentation of the 'over-50' lifestage, based on lifestyle and attitude as well as age and income.
* Insight into the lifestyles of senior consumers, providing the basis for segmentation.
* Advice on how to communicate with senior consumers - the channels to use and the marketing myths to avoid.
Highlights
Longer lives can mean more profit. Britons are now living to an average age of 80 or more, with similar averages in the rest of Western Europe. So acquiring a 50-year-old customer may be the beginning of a 30-year supply relationship long enough for an attractive lifetime value.
This segment is diverse, utilities need to attract senior customers, but will find it increasingly difficult if they continue to use a mass-market approach. As utilities become more loath to compete on price, they will find that some segments of senior consumers are especially receptive to customer service propositions.
Avoiding the myths using outmoded stereotypes will not make utilities appear relevant. Instead, they should show seniors as a critical part of their customer base.
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Sumário |
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* Gain commercial advantage through better understanding of the largest section of the customer base in Western Europe.
* Understand how lifestyle segmentational factors can be introduced into a customer database.
* Design marketing that demonstrates awareness of the lives and needs of senior consumers, thus avoiding alienating them and even losing them to rivals.
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May 04 ,
65 páginas |
Preços :
2312 Euros |
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Document sans nom
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