Domino’s is a “MOBILE FIRST” company…..
Currently leading the way in its own industry, Domino’s has shown that taking a customer-centric approach to mobile can really pay off.
Domino’s sees mobile as more than just an effective sales channel – it sees it as a branding tool. It was the first business to launch a mobile app back in 2009 and to begin embracing the relationship its consumers have with their mobile devices.
Today of course, over half of on-line sales are made using mobile devices and over 35% of this comes from branded apps.
They are market leaders because they experiment, they try and innovate and be the first to do something even if ultimately it doesn’t work.
They use mobile not just as an effective revenue generator but also to increase brand engagement and improve and increase customer interaction.
Domino’s gets it… they understand that our relationship with our mobile phones is making us behave differently and that, to be successful and keep us coming back they also have to change. Domino s know this and they have spent a lot of money on putting the user first and understanding the new multi – channel consumer across a unified analytic’s platform.
When Domino’s sponsored the X factor last year it picked up what savvy marketers already knew about core channel consumer marketing, that is when people spend time on their smartphones browsing and playing games etc. that in turn creates new sales opportunities as well as spontaneous marketing opportunities. It understands that a pizza delivery isn’t actually the focal point of someone’s evening – instead it tends to accompany something else.
As part of the sponsorship of the official mobile app it created a ‘feed the judges’ game. This effectively boosted brand engagement and led to regular spikes in customer interaction during the run of the show. Other topical mobile first initiatives included a ‘Domigoals’ promotion linked to Premiership football fixtures, a Valentines Tinder campaign and #Gamefuel, a hash-tag campaign linked to the release of the latest Call of Duty game.
The brand has also invested heavily in sending out text messages to its customers with promotional offers, which Nick Dutch (CRM Director- Domino’s) said is ‘a basic mobile proposition, but an extremely effective one’.
You don’t have to be a Domino’s Pizza to have an effective mobile strategy, you can simply start by using SMS to send out basic offers to your customers. Creating a loyalty club for customers via mobile is simple and easy and can increase revenues on a weekly basis by over 27% if done right.