Our customers

Customer Overview

Gear4music’s customer base is primarily made up of private individuals (over 96%), from beginners and parents buying musical instruments and music equipment for their children, through to professional musicians. The Group supplies schools and other educational establishments and a small number of trade accounts.

On 31 March 2024 we had 1.83m people registered to receive our email communications, up 11% from 1.65m at 31 March 2023.

Active customers of 0.80m (being customers who have purchased from Gear4music during the previous 12 months), are down 8% on FY23 (0.86m), broadly in line with sales. The Group acquired a further 0.67m new customers in the period (FY23: 0.74m), and 0.16m customers returned to place at least one follow-up order (FY23: 0.17m).

Average order value of £153 was marginally up on FY23 (£150) reflecting cost price inflation.

Customer engagement

Effective communication with our customers is central to understanding their needs and wants, and developing our customer proposition. We monitor and respond to Trustpilot reviews, and look to learn from things that didn’t meet the customer’s expectation.

We invest significant resource in generating high quality engaging content, in terms of product descriptions, and studio quality photographic and video content.

Improving customer experience is a key objective when designing and implementing software development projects.