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How and why mobile commercehas worked for Domino’s Pizza          Paul Francis
Who are we?• First UK store in Luton in 1985• 748 stores in UK and Republic of Ireland• 10 stores in Germany.• 12 stores r...
Domino’s Digital platform 79.8%                      8.2%          4.5%                                   0.2%3.6%        ...
The world is changing               On-line sales total:               •   £184.9m YTD (est £300m                   by end...
Add value to someone’s lifeApple Newton           • Smart devices are here to stay                       • mCommerce…     ...
Why Domino’s mCommerce works• Social engagement/email/SMS (brand awareness)• People eat every day (frequent consideration)...
Multi-screen world           • 90% of people move             between devices to             accomplish a goal.           ...
Smartphones used to shop at           home or on the go59% of smartphone shopping is done at home81% of smartphone shoppin...
Video
Get feedback
Keep evolving
Grow the brand10 stores for 82million people                             12 stores for 8                             milli...
Challenges of multi-channel retail• Cost of ownership• Immature/not many people do it well• Consistency between channel• C...
Summary• Create at least one mobile channel• If you create one, make it mobile web (HTML5)• People value content & engagem...
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Mm live - paul francis - Dominos

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Transcript of "Mm live - paul francis - Dominos"

  1. 1. How and why mobile commercehas worked for Domino’s Pizza Paul Francis
  2. 2. Who are we?• First UK store in Luton in 1985• 748 stores in UK and Republic of Ireland• 10 stores in Germany.• 12 stores recently acquired from Switzerland• 34 new stores opened so far this year• On target for 60 new stores in UK and 12 new stores in Germany by the end of this year• 5.1% like for like UK system growth Results for Q3 2012
  3. 3. Domino’s Digital platform 79.8% 8.2% 4.5% 0.2%3.6% 2.4% 16.3% through iOS 1.2% devices
  4. 4. The world is changing On-line sales total: • £184.9m YTD (est £300m by end of year) • 58.4% UK delivered sales • 39.3% On-line growth • 81.5% Through Web On-line mobile only: • New Years Day sales: 22.5%/ £250k in a day! • Avg for week is 18.5% • Avg for Sunday is 20% • 46.9% annual growth
  5. 5. Add value to someone’s lifeApple Newton • Smart devices are here to stay • mCommerce… • Identify the need • Make the solution convenient • Use Personas • …Or brand engagement • Fun, “throw away” apps Nokia 7110
  6. 6. Why Domino’s mCommerce works• Social engagement/email/SMS (brand awareness)• People eat every day (frequent consideration)• We have a great product• Most customers are 18-25 years old• Average time to purchase is 7 minutes• Value and Convenience are key• We let the customer choose how they want to buy
  7. 7. Multi-screen world • 90% of people move between devices to accomplish a goal. • TV is a major catalyst for search but does not hold attention
  8. 8. Smartphones used to shop at home or on the go59% of smartphone shopping is done at home81% of smartphone shopping is done at the spur of the moment. 42% of PC/Laptop shopping is planned.
  9. 9. Video
  10. 10. Get feedback
  11. 11. Keep evolving
  12. 12. Grow the brand10 stores for 82million people 12 stores for 8 million people
  13. 13. Challenges of multi-channel retail• Cost of ownership• Immature/not many people do it well• Consistency between channel• Consistency between handset• Identifying real issues, reproducing and fixing• Market is moving really fast!
  14. 14. Summary• Create at least one mobile channel• If you create one, make it mobile web (HTML5)• People value content & engagement• Think of scenarios where people will use it• If you cannot think of one, make up a game!• Connect socially with customers, ask them what they want & keep them coming back• Keep evolving!
  15. 15. Thank you
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