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 6 million people have already purchased at HSE24, which is approximately 10% of all German citizens over the age of 18. Currently HSE24 caters for more than 2 million active customers who have placed at least one order in the last 24 months. 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 entertainment electronics 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.