our universe - Toppers Pizza Franchise Opportunity

SECTION TWO
how does this relate to what we do? Well, we’re able to do both of these things on a modest budget
because (as you’ll see later on) our on-point messaging reaches the right target at the right time.
in effect, this helps yield a high rate of return for franchisees.
in the consumer decision journey, people will make their initial purchase from companies with
whom they feel a connection. Future purchases will be made with companies they feel familiar with.
at Toppers, we swing both ways. errr, we play for both teams. umm, we’re bi…no…we eat from both
sides of the hot dog. hmmm. at Toppers, we embody both. We satisfy both.
here Are A feW more inTereSTinG
TidBiTS ThAT mAKe our ComPeTiTion
ShAKe in Their KniCKerS:
• 96% of customers who have a bad experience don’t report it. 91% of those
don’t do business with you again.
• Dissatisfied customers tell 10 or more people who will never do business
with you.
• It costs five times as much to recruit a new customer as it costs to keep an
existing customer.
• The probability of selling to a new prospect is 5-20% while the probability
of selling to an existing customer is 60-70%.
• When we talk about loyalty, we’re not talking about punch cards. Loyal
customers form emotional bonds with your business that aren’t going to be
broken when the place down the street offers their product for a discount.
We’re looking at you, Domino’s and Papa John’s.
• Loyal customers effectively deserve a seat at the
table for choice-making opportunities.
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SECTION TWO
other than us, cmpanies... whoops, sorry about that typo, we were too busy patting ourselves on the
back. anyways, other than us, one company who also excels at retention marketing is Zappos.com.
on any given day, approximately 75% of purchases are from returning customers and those repeat
customers order at least 2.5 more times in the next 12 months. Zappos’ repeat customers have higher
average order sizes. First-time customers in Q4 of 2006 racked up an average order of $111.98 and
returning customers during the same quarter spent an average of $143.22 per order. That’s a sizeable
amount of clams when you think about all the people ordering from their site. Take a look below if you
don’t believe us.
$1B
900M
800M
700M
600M
500M
400M
300M
200M
100M
$0M
ZAPPOS.COM GROSS SALES Source: © 2009 Zappos.com, Inc.
2000 2001 2002 2003 2004 2005 2006 2007 2008
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