More British adults than ever before think Direct Debit is a good way to pay, according to research by Bacs Payment Schemes Limited. A massive 79% responded positively when asked what they thought of Direct Debit, illustrating how important this straightforward and convenient payment method is for Britain.
Direct Debit is widely accepted as the most cost effective method for businesses to collect regular payments from customers. With the number of adults responding positively to Direct Debit growing year-on-year (74% 2009) all organisations have the opportunity to convert large volumes of customers and realise the administrative and cost saving benefits.
Bacs research also shows that 63% of respondents prefer to pay their regular bills by Direct Debit rather than alternative options. Of those, 68% want to pay all their bills by Direct Debit unless there is no option to do so. Bacs figures also highlight that 1 in 4 Direct Debit payers are now using it more than 12 months previously, reinforcing Direct Debit’s growing popularity with consumers. In contrast with the 25% who now use Direct Debit more, just 6% of British adults say they are using Direct Debit less than they were 12 months ago.
The research also reveals that the greatest advocates of Direct Debit remain 25 – 44 year olds, with 71% preferring Direct Debit over other payment methods for regular household and personal bills, almost 10% higher than the national figure (63%). Based on these findings, if a business’ Direct Debit take-up within this group is lower than 71%, then there is strong potential for growth.
Mike Hutchinson, Head of Marketing for Bacs, said: “The high proportion of adults that are positive towards Direct Debit provides British businesses with a strong platform upon which they can build further sign-up with their customer base. To help businesses achieve higher take-up of Direct Debit, Bacs offers a wide range of marketing tools that businesses can use to create and enhance their sign-up campaigns.”
“Although Direct Debit is currently at its most popular, there will naturally be some that remain reluctant to change to Direct Debit. Bacs’ range of tools is particularly useful for those organisations that are looking to communicate with customers who have expressed a reluctance to use Direct Debit. A critical element of this is messaging, for example there is very little point talking about convenience when it holds very little meaning with the audience. Working in conjunction with Experian, Bacs has developed a tool that can help firms identify key messaging that would be most effective with a specific audience.”
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