Firebox offers a selection of unusual and innovative products, which range from gadgets, party games, quirky gifts and boys' toys to retro products.
Buyers are recruited via the Firebox mail order catalogue or the Firebox . With more than 4m catalogues distributed a year and a fortnightly email newsletter, Firebox customers are kept up to date with the latest product developments.
The Firebox database includes many multi-buyers, making the customer base very responsive and strong impulse buyers.
With the gadgets and toys on offer, there is no surprise that profiling reveals a strong male bias with 63% male and 37% female customer base.
As well as a male bias, the Firebox customer is also an affluent one, earning 拢25,000 plus, and relatively youthful with most occupying the age range of between 25-49 years old with the average order spend of around 拢50.
In addition, 75% are homeowners and a further 85% are credit card users with interests ranging from book reading, fashion/buying clothes, foreign travel, home computing/internet, music, stocks and shares, sport and exercise, theatre, arts and wine.
According to EDM, Firebox mail order buyers are ideal for financial and investment planning offers, computing, mail order, non-competing gift and gadget offer and any upmarket offer.
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