13th June 2005
Direct Line today reported a 30% increase in online quote activity over the last year and an increase in sales of 38%.
The Direct Line website has recently undergone a redesign and has been enhanced with further technology. The additional capability means customers can renew online and should they wish to swap channels to telephone the website is fully integrated with the call centre technology so that details of any web activity are automatically recorded for offline use.
The figures indicate that not only are more consumers researching on the net than ever before, but that even more consumers are buying online.
Direct Line’s current marketing campaign is reflecting this channel shift by focusing on its online offering.
Emma Holyer, Direct Line spokesperson, said:
”The Internet particularly lends itself to people looking for quotes or researching insurance as it enables them to quickly and easily compare prices. However what is particularly interesting is that many consumers who used to just do research on the Internet but buy over the telephone are now using the web to complete their whole purchase. We believe consumers feel more comfortable about the security of the net and feel secure when exchanging financial information.”
In terms of sales, year on year for the months of January 2005 versus 2006 the increase was 28% and for February 2005 the figure is up 48%.
Breaking this down to look at specific products, using figures for the first two months of the year customers purchasing car insurance have risen 63%, pet over 100% and travel 20%.
Emma Holyer, continued:
“The rise in people purchasing pet insurance online is particularly interesting and reflects the overall changing way that consumers are using the Internet. In the past, we’ve tended to find that pet insurance was an emotional purchase so traditionally it has been brought over the telephone with customers seeking reassurance from an advisor. Now it seems, consumers are feeling far more comfortable with the assurance afforded by well known brands on the web and they are buying online more and more.”
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Emma Holyer/Direct Line Press Office
0208 256 2182 / 07725 944190
Email: emma.holyer@directline.com
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