Pet Humanization and Premiumization Driving Spend
Powerful Word of Mouth Acquisition Enhanced by Strategic Paid Marketing
Drives Growth
Over time, as the strength of word
of mouth customer acquisition has
increased, our marketing spend as
a % of GBV has decreased
60%
51%
51%
48%
49%
42%
44%
41%
In 2020 (1), 51% new customers in
Top 10 cities were acquired via
word of mouth vs. 44% in the rest
of the market
40%
37%
39%
40%
35%
30%
22%
20%
18%
•
1-2 quarter target payback on
customer acquisition cost
16%
16%
11%
8%
•
Following initial transaction, we
retain >50% of customer repeat
year 1 bookings every year
thereafter, growing lifetime value
0%
2015
*Rover
1. Nine months ending 9/30/2020
2016
(1)
2017
2018
2019
9M20
All Other Cities
Marketing as % of GBV
Word of Mouth Acquisition in:
Top 10 Cities
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