Bacs is opening its first online ‘marketing centre of excellence' to help its clients target a new customer base. 

The initiative is designed to help sectors with proportionally low direct debit usage - such as car breakdown, car insurance, water, council tax and charities - raise their level of automated payments.

Bacs is a cooperative owned by the UK's major banks and processed over 5.6 billion payments in Britain last year.

The centre will provide these users with access to a library of marketing information that Bacs have built up over the last 20 years, to help firms market the direct debit method to ‘demographics more resistant to automated payments, including low income households.'

This initiative will be publicised through public relations, but most heavily through email marketing to direct debit originators (collecting companies) and targeted face-to-face consultancy meetings in the key sectors previously mentioned.

The automated payment system provision company has offered services such as this in the past - but has decided to go on-line to ‘allow a much wider reach'

Michael Chambers, managing director of Bacs said he hoped that marketers looking to promote automated payment methods took full advantage of the facility: "The advice we can offer and the data we have available on payment trends in different market sectors is a compelling proposition."

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