1. RHETORICAL SITUATION
Audience: Franchisee (owner), Managers, and employees of Domino’s Pizza Peterborough Location
Context: Monthly employee meeting
Details: Presented by an employee

2. A PROPOSAL FOR A CUSTOMER LOYALTY AND REWARDS CARD AT DOMINO’S PIZZA PETERBOROUGH

3. OBJECTIVE
Provide details on current problems with customer loyalty and sales at Domino’s Pizza Peterborough
Indicate what must be done to solve the problems
Propose implementation of the vicinity rewards card program at Dominos Pizza Peterborough
Explain how implementing this program can increase customer loyalty and sales

4. Overview 1. Introduction 2. Current Situation 3. Solution
4. Conclusion

5. 1. Introduction
Domino’s Pizza Peterborough

6. Domino’s Pizza Peterborough
2 stores in Peterborough, but only proposing the idea to one store first
Both stores are franchised by the same person, so any results from an implemented proposal can be compared to the other store
Domino’s currently does not have a customer rewards or loyalty card, only a nationwide online rewards program
Less than half of the Peterborough store’s orders are online
1 .Introduction
2. Current Situation
3. Solution
4. Conclusion

7. 2. Current Situation
Problem
Impact
Criteria of Ideal Solution

8. Problem 1 2752 2 635 3 221 4 107 Low rates of returning customers
Low amount of customers ordering more than once a month, or more than once every 3 months
3793 individual customers in October
2,752 ordered only once a month, 73%
635 ordered twice: 17%
55% of customers ordered once in 3 months
No incentive for customers to return instead of trying another pizza place
Orders per month
Number of customers 1
2752 2
635 3
221 4
107
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

9. PROBLEM The other part of the problem: average order price
Month
Average order total
Sept.
$19.43
Aug.
$19.10
July
$19.40
June
$19.48
May
$19.45
April
$19.74
The other part of the problem: average order price
Month of October: $121,825 in sales, but…
Average order price was only $19.49 in October. Last Oct was $20.14
Domino’s Peterborough wants that number OVER $20 each month
Because a majority of the customers are not loyal returning customers, they are less likely to spend more
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

10. impact
Not enough customers returning more than once every 3 months, or returning at all  small loyal customer base
Loyal customers are the ones that spend more per visit
Therefore, average order price is lower, and monthly sales are lower
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

11. Criteria of ideal solution
A way to get customers to come back more often
A way to get customers to spend more
A loyalty or reward card for customers that is easy to use and register for
Offer savings and rewards
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

12. 3. SOLUTION Vicinity Rewards Program Costs Implementation Projections
Alternate Solution

13. Vicinity rewards program
Vicinity Rewards is a Loyalty Rewards Program and Software operated by Rogers
Businesses can register with it and create their own customer rewards program
Customers can get points and rewards
Entices the customer to spend more per visit, and to visit more often
Any business can register. Made for smaller businesses, but larger ones are joining now too
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

14. $219/month COSTS Unlimited Member Cards NFC scanners for POS system
Merchandising Materials
Installation and Training
Access to Vicinity Account Manager
$219/month
*$2,628/year
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

15. Implementation Contact Vicinity Rewards to be part of the program
They send the materials
Help you set it up with your POS system
Register customers in store with only a phone number
Customizable rewards and points system
Businesses can see their most loyal customers and purchasing habits
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

16. Projections
On average, Canadians have 6.4 loyalty cards each. 92% of consumers belong to a loyalty program
With Vicinity, customers visit at least 2x more per year
in 2015, Domino’s Peterborough had 17,544 customers
If 20% of them used Vicinity…
20% of 17,544 = 3,508
3,508 x $20(projected average order total) x 2 =
$140,320 revenue per year minus $2628 implementation costs
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

17. Alternate Solution
Continue to send flyers to residents of Peterborough through mail
Has increased sales, but not customer loyalty
Spending $3580 a month on flyers and advertising
Stay with only that, or pay $219 more a month for increased revenue
Cost Effective
Innovation
Increased Revenue
Customer Incentive to return
Vicinity Rewards
*****
Flyers ** *
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

18. 4. Conclusion
Summary
Recommendations
Q & A

19. Summary Domino’s Pizza Peterborough wants to raise customer loyalty
Also want to increase average order total
Implement the Vicinity Rewards Program
Benefits and revenue will outweigh the low costs
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

20. Recommendations
Domino’s Pizza Peterborough should contact Vicinity to get further information
If interested, try out the program for any length of time
1. Introduction
2. Current Situation
3. Solution
4. Conclusion

21. Q & A Any Questions? 1. Introduction 2. Current Situation 3. Solution
4. Conclusion