Customer profile - Preferers

Definition

Choose to pay the majority of their regular commitments by Direct Debit.

Generalised portrait

• Equal male/female split
• Aged 25-44
• ABC1C2s
• The better off the more likely they are to be preferers than people on lower incomes
• Tend to be home owners with a mortgage, followed closely by those owning a home outright and ones being bought/part rented
• Less likely to live in the South East with a relatively even split over other UK regions
• More likely to be in full time employment than self employed or retired.

Assumptions

Actively preferring to pay by this method and generally opt to do so if it is offered as an option.

Reasons for preferring Direct Debit:

• Find it a convenient, quick and hassle free form of payment
• Have the time to be very well organised financially.

Payment attitudes

Prefer regular, convenient methods for paying bills.

Marketing messaging

Convenience, ease, hassle free.

Examples of messages to use in marketing communications:

• Direct Debit helps to make your life easier
• It helps to save you time by taking the hassle out of regular bill payment, no more queuing at a cash counter or posting a cheque each month
• It is a convenient way to pay in monthly instalments direct from your bank account on a date that suits you
• It helps you manage your finances by taking the hassle out of regular bill payment.