Older professionals who are not direct mail responsive are likely to be the most loyal customers, according to new research from ICD Marketing Services. Loyal consumers are also probably Diners Club members, who opt for sailing holidays and are unlikely to support charities.
Disloyal consumers tend to be younger, have up to three children under 16, and pets. They are likely to be mail responsive and often support a range of causes, particularly animal charities.
Lionel Thain, managing director of ICD, whose research was an analysis of ICD’s lifestyle database of 5.2 million consumers, says: “It would appear that it is the disloyals, not the long-term value loyals, who are most likely to enter into a two-way flow of information. This being the case, the marketer is in danger of experiencing high wastage on his responsive, but promiscuous, new recruits.”