Les Seniors sont actuellement ciblés par les entreprises du
secteur bancaire comme une cible intéressante et lucrative sur le marché
des investissements.
22% des habitants de l’Afrique du Sud ont plus de 50 ans et
ce chiffre ne cesse d’augmenter.
La banque Nedcor’s Permanent Bank cible activement les plus
de 50 ans avec son magazine « Prime Club » qui est envoyé
à plus de 50.000 personnes.
 |
D’après une etude, les banques doivent offrir plus que les
attraits financiers traditionnels pour maintenant la loyauté de leurs
clients de plus de 50 ans. Ces clients recherchent une attention personnalisée
et des services à valeur ajoutée qui réponde à leurs questions dans
des différents domaines : social, santé, etc.
| Prime Club Magazine is mailed directly, and free of charge, to over 53 000 readers country-wide. |
| These readers are typically the more mature, affluent investor, with criteria for Prime Club membership being a minimum age of 55 years, and a minimum investment of R20 000 with Permanent Bank. |
| The value of this membership base is currently estimated at some R7-billion. |
| A recent readership survey indicated a 66:34 ratio of women to men, with 91% being either retired or not working. |
| In the same survey, 99% of respondents rated the overall standard of the magazine as « good » or « excellent », with travel and financial features emerging as the most popular articles. |
| Readers also indicated that the customer care provided through the exclusive offers and value-added focus, was the next most appreciated aspect of the magazine. |
| The magazine currently enjoys an excellent reader response rate – an average 5% over the first ten issues, which increased to almost 14% during 1999 and 2000. This response rate is based on a combination of competition and crossword entries, general correspondence and letters to the Editor, as well as feedback in the form of occasional reader surveys printed within the body of the magazine. |
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