Yapp successfully targets a younger audience

Yapp has put a number of initiatives and considerable investment in place to improve business and reach a wider audience.

The Wiltshire-based, award-winning retailer even boasts lowering the average age of its customers by around 20 years thanks to research provided by its now full-time data analyst.

Following the independent and mail order merchant’s creation in 1969, Jason Yapp said that the company had "recruited customers who were in their 30s and 40s" when the company founded, and while customer loyalty has been second to none, had Yapp not implemented a strategy to recruit new consumers, the ageing customer base could have threatened future business.

As part of its new customer drive, Yapp has paid particular attention to its online service, having revamped its website last week at significant expense, complete with its new blog, as well as starting its own Twitter account YappAboutWine.

Jane Parkinson, 14.09.2009