The study highlights that the typical profile of an Apollo Blinds customer is an AB female, between 25 and 55 years old, married, in full-time employment and earning well above the average wage in the UK. They are feisty, sophisticated and brand-conscious consumers who know they want quality products and service to match, but baulk at paying over the odds.

These cash-rich time-poor women are usually at the forefront of change and are higher than average consumers of technology and the internet, but still make time to sit down and read women's magazines for information, inspiration and good old-fashioned gossip.

The information gleaned from the research has been welcomed by General Manager, Patrick Harrison, as this is the type of customer the company was trying to attract when it re-branded. 'We spotted a gap in the market to provide this level of advice and service for people who are perfectly capable of choosing and fitting blinds for themselves but prefer the experience of having someone to discuss ideas with and then getting the blind fitted by professionals.'

Published: 2 May 2007

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