4. Colin Rees

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  • Scary, it would appear that the more contact we have with the customer, the less likely they are to recommend Domino’s
  • Currently 89% of our customers say they will order again but only 40% would recommend us.Here is an opportunity – 89% would order again, so we are doing something right!But only 40% would recommend us to a friend – so what can we do?
  • Our customers are telling us that they want to order via mobile
  • 4. Colin Rees

    1. 1. Wowing the customer
    2. 2. Background• Domino’s Pizza is a worldwide home delivery pizza company • Founded in the USA in 1960 • Over 25 years’ experience in the UK & Ireland• Domino’s Pizza UK & IRL plc continues to expand • FTSE250 company • Opening 60 new stores per year • 1,200 stores by 2021 • Playing a role in rejuvenating suburbs, regional and neighbourhood centres• The company’s core business strategy focuses on three key elements • Great pizza • Outstanding customer service • Innovative marketing• Domino’s operates using a franchised system
    3. 3. Our approach to mobile • Keep the costs low • We learnt as we went along • We used partners to help us • We tried different things • We didn’t wait for perfection • No business case
    4. 4. What have we developed ?
    5. 5. How’s is it working for us ? Mobile as a %over time Mobile sales of online25% iPhoneWebTot • Now represents 15% of online All platforms growing fast 2010 iPhoneAppTot 2011 2012 sales.20% NativeWebTot AndroidTot iPadTot • Can be £1m / week growth IPAD showing fastest15% WindowsPhoneTot • Still growing fast, some10% • Good indications from switching from the web Windows mobile • And across all platforms5% 2009… 2009… 2009… 2010… 2010… 2010… 2010… 2010… 2010… 2010… 2010… 2010… 2010… 2011… 2011… 2011… 2011… 2011… 2011… 2011… 2011… 2011… 2011… 2011… 2012… 2012…0% 1 5 9 13 17 21 25 29 33 37 41 45 49
    6. 6. Why is it working ?
    7. 7. 35% NPS SalesOnline +43%21% NPSDelivery16% NPSCollection
    8. 8. Of Dominos Pizza’s promoters 89% 40%Indicate they’d order again Would recommend Domino’s
    9. 9. Back of houseThe challenges Our approach – Use Rackspace• Security • Highly secure environment• Scalability • Cloud based services very scalable• Manageability • Makes manageability easier to fix
    10. 10. What’s Next ? Consolidate our learningsLook for other opportunities

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