Saga, the insurance and travel provider for the over 50s, arguably built its business around a shared customer trait: they’re all hopeless with technology. Let’s face it, we’ve all seen evidence of this: parents who send “selfies” by photographing their phone pics and mailing prints, and who desperately try to make GIFs stop, and who don’t realise they’ve appended the “crying laughing” emoji to messages of condolence.
These epic fails also suggest they haven’t been big users of price comparison websites, nor Googlers of cruises that are more third-age adventurer than old-age pensioner. Hence, Saga has enjoyed “great brand loyalty” for years.
