PYMNTS.com: As a result of Domino’s mobile program through Foursquare, the company’s online revenue in Britain increased 28.6 percent increase to $17.5 million Euros. Tell us a little bit about the inspiration behind the Foursquare program, and why it has yielded such success for Domino’s?
JAMES MILLETT (Multimedia Manager at Domino’s UK): We were one of the first brands into Foursquare. We offered a specific offer both for anyone who checked in and the mayor of each store. It increased engagement with customers, positioned us at the forefront of the new technology and our customers have checked in in significant numbers. We were delighted with the results. I’m not sure that our success was all down to Foursquare, but it all helps!
PYMNTS.com: Why do you think Domino’s UK customers increasingly prefer to order and pay online?
MILLETT: We are at 39.2 of all delivered sales YTD – a growth of 67%. We’re actively driving growth through the use of digital advertising, SEO, PPC, affiliate marketing, introducing new platforms for customers to order (e.g. our iPhone app) and constantly refining the ordering journey to make it as quick, easy and useable as possible. Increasingly, we’re including a consistent “sign off” on all above the line advertising to show the range of ways of ordering from us.
From a customer’s perspective, I believe there are a variety of reasons. Our timed delivery offering means customers can order for delivery at a specific time (just before leaving work for after the kids bath time) or through their iPhone in the car on the way back from a weekend away, ready for arrival home. As the Web becomes an increasing part of everyone’s lives, customers are demanding processes that are quicker and more seamless than ever before.
PYMNTS.com: Of all online orders, what percentage of customers pays via mobile Web or app? Where do you predict these sales will be in five years?
MILLETT: Mobile ordering is exploding for us and we’re approaching 10 percent of all eCommerce sales through our mobile website, web app and iPhone app. An Android and iPad will be new additions this year. In terms of a prediction, the important thing for us is that we build the channels for customers to engage with us how they want. It’s clear that this market is going to continue to explode, and we should be ideally positioned to take advantage of it. In the longer term, I think (and this is my personal opinion) that about a third of all orders could come via a mobile device.
PYMNTS.com: Is there a difference between UK online and mobile ordering statistics as compared to rates in the United States? If so, what might account for this divergence?
MILLETT: The percentage is marginally higher in the UK with mobile very similar. All Domino’s markets are well positioned to take advantage of the growth in Ccommerce, particularly mobile and social. The US has a staggering 2.3 million Facebook fans, which we’re pretty envious of in the UK! We’re increasingly talking, sharing what works, what doesn’t and putting best practice into action.
PYMNTS.com: What is unique about Domino’s approach to payment and loyalty initiatives compared to its competitors in the UK?
MILLETT: We are ahead of the game and intend to stay there – and that’s what separates us from the competition. We’re delighted to have recently launched PayPal on both our Web and iPhone app platforms. Ordering a pizza with just your e-mail address or telephone number and PIN on mobile is being very well received by our customer base and significantly speeds up the order process. In addition, we have a number of exciting initiatives in the pipeline to further develop this area.
James Millett is Multimedia Manager at Domino’s UK and Ireland responsible for eCommerce, digital innovation, customer relationship management and media planning.
Previously at Volkswagen Group, James worked in a variety of roles including head of advertising and customer relationship marketing at Audi UK.
During his time at Audi, James was a finalist in the Marketing Society’s Young Marketer of the Year competition and nominated by Marketing Magazine as One to Watch Under 30.
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