Specialist intermediary Carole Nash has launched a new online brand which will target commuter motorcyclists and scooterists initially via the aggregator channel.
Scoot & Commute has been introduced to GoCompare after a lengthy research exercise which identified a specific market segment not being served by the core, market-leading Carole Nash brand. Extensive focus groups and interview sessions revealed riders of lower capacity motorcycles who used their machines for practical rather than lifestyle considerations were a key target.
Scoot & Commute offers a different proposition than policies provided under Carole Nash brand, with cover for suits and laptops included as a unique selling point. Reflecting market needs Scoot & Commute policies will also include UK accident and breakdown cover including homestart, but not the European protection offered as standard by the main brand.
“The audience for Scoot & Commute differs markedly from that of the core brand where the emphasis is more upon biking as a lifestyle and higher capacity machines dominate,” explained Carole Nash’s commercial director Simon Jackson. “We’re talking much more of an A to B biker who will typically use his or her bike to go to work or nip to the shops, rather than for scenic country rides or European tours. They are also much more likely to purchase via the aggregator channel rather than standard biking media and are much more price sensitive. Scoot & Commute, tailored as it is to their specific needs and with laptop and suit cover as an identifying hook, ticks the right boxes.”
Scoot & Commute, which will draw on a specialist panel of insurers, is the second complementary brand to be launched by Carole Nash. In 2008 the company introduced Just Motorcycle Insurance, a ‘no frills’ internet exclusive brand which does not incorporate the added-value benefits and service featured in Carole Nash polices, such as breakdown, motorcycle legal protection and foreign travel entitlement.
Jackson added that the research exercise, conducted by international communications agency, The Gate, was informing other areas of the company’s business. “It’s been a tremendously useful exercise which has identified not just target segments like this but geographical niches which we can better exploit. It also revealed perception of our core brand among existing and potential customers which is now informing our marketing communications.”
