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Gear4music’s customer base is primarily (over 95%) made up of private individuals, from beginners and parents buying musical instruments and music equipment for their children, through to professional musicians. Customers tend to be the end-users of our products. In addition, the Group supplies schools and other educational establishments, with Gear4music being the preferred supplier of the Crescent Purchasing Consortium which specialises in educational sales and service.
On 28 February 2017 we had 1.36 million people registered on our database (29 February 2016: 992,000), of which 339,800 are active customers’ (being customers who have purchased from Gear4music during the last 12 months).
As the Group rapidly increased its European business it acquired 288,900 new customers (FY16: 190,400), and 80,600 customers came back to us to place at least one follow-up order. Average order value in FY17 was £124, up from £116 in FY16, and £109 in FY15.