Understand your customers

Key to improving the effectiveness of your marketing campaign is a thorough understanding of your target consumer. At Bacs we have developed a detailed understanding of how consumers use Direct Debit and their attitudes towards this payment method. This information is available to you to help you to refine your marketing messages.

Bacs research suggests that 64% of adults across the UK are already paying their council tax by Direct Debit, while 79% are positively disposed towards this method. These statistics suggest that the richest target for council tax conversion are the group we term ‘selectives’ ie. those who pay some of their regular commitments by Direct Debit, but are selective about which ones. You can view a profile of this audience by following this link.

In addition, our research suggests that many residents not currently using Direct Debit to pay for their council tax share this ‘selective’ profile, and therefore are strong targets for conversion. The proportions of selectives in these groups ranges from 33% of cash payers, to 57% of those currently using debit cards. Targeted communications using motivational messages can encourage these consumers to convert to Direct Debit. 
Follow this link to view various messages that can used in your marketing communications.