CUSTOMERS
Satisfied customers are the No 1 asset. And precisely this formula for success is paying off, the number of homeshoppers increasing from one year to the next: Whether shopping on television or online, HSE24 is the best shopping spree you can imagine.
HSE24 Customers: an Affluent Target Group with a Big Potential
Watching HSE24, TV viewers become customers. And they tune to HSE24 to watch specific programmes of their choice: About 60 per cent of HSE24's customers watch their favourite programme regularly (facit Institut, 2003). More than 7.5 million people have already purchased at HSE24, which is approximately 10% of all German citizens over the age of 18. Alone in 2010 HSE24 had about 1.5 mill. active customers. Most customers are female, with an average age of 56. They are married, live in a household of two, work full-time or have already retired.
Whether silver-agers, best-agers or woopies (well-off older people) - particularly these young senior citizens have the largest financial assets: The +50 age group holds 70 per cent of all private fortunes in Germany - more than 700 billion Euro (source: "50plus" GfK Study, 2002). So it is no surprise that the advertising industry now also focuses on this powerful target group beyond the 14 - 49-year olds. And HSE24 has been proud of its customer group for years. For we know that whether it is on television or via the internet - this group offers an enormous potential for further growth.
Successful Product Range for Satisfied Customers
Whether it is Italian design, Swiss precision or French refinement - HSE24 offers customers unique products at home they would otherwise only find on holiday trips abroad. A big variety of product categories guarantee a wide range of choice not just for female customers. No - male customers will also find everything to make them happy among a multi-faceted product portfolio in hobby and DIY.
Customers therefore acknowledge HSE24 as a genuine shopping alternative and the advantages they enjoy versus retail shopping and mail ordering are obvious: HSE24 is open round the clock, there is no traffic congestion, no queues at the cashpoint, as well as friendly and competent salespeople always at their service.