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 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
Domino’s Digital platform 79.8% 8.2% 4.5% 0.2%3.6% 2.4% 16.3% through iOS 1.2% devices
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
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
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
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
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.
Grow the brand10 stores for 82million people 12 stores for 8 million people
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!
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!