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Domino's paul francis

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Domino's paul francis

  1. 1. DOMINO’S – THE ULTIMATE MOBILE BRAND Paul Francis Head of eCommerce
  2. 2. Agenda • Growth of eCommerce • Explosion of mobile • Understanding the on-line shopper • Mobile driving our digital marketing • What we would have done differently • Where next
  3. 3. THE CONSTANT FAMOUS. QUEST TO BE FIRST, FAST,
  4. 4. •1st take away on line (‘98) •1st pizza via interactive TV (‘00) •1st pizza on a smartphone (‘10) •1st pizza company on eBay (‘07)
  5. 5. A genuine multi channel retailer62% 7.5% 21 % 9% 0.5% 28.5% through iOS devices
  6. 6. 5.8 8.213.919.5 31.8 55.1 79.6 126.4 183.6 268.6 337.9 0 50 100 150 200 250 300 350 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 £338m of eCommerce sales in 2013 1999 - £100k per annum 2001 - £100k per month 2003 - £100k per wk 2013 - £100k per 13 mins PPC/Display/Affiliates Social Mobile Display Digital content
  7. 7. 4.1 16.6 50.6 98.4 0 20 40 60 80 100 120 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Over £170m via mobile in 4 years Now: £4.3m per week
  8. 8. Mobile search to overtake desktop 04 Dec
  9. 9. Simple customer insight CONVENIENCE IS KING CUSTOMER IN CONTROL TOP OF MIND
  10. 10. Innovation is in our DNA 2007 2013 2014
  11. 11. On line shopper behaviour DIGITAL NATIVES MORE FREQUENT HIGHER SPEND £0.00 £5.00 £10.00 £15.00 £20.00 £25.00 Instore £ Online £ Instore Online £15.76 £20.26 • 16-28 yo Gen Y (soon Gen Z) •Tech-savvy/plugged in •Favour social, SMS,email •Like to be loved/feedback •76% own a smart phone Mobile users are our 2nd largest group but multi-channel are the most valuable Mobile customers collect more often than web customers.
  12. 12. Mobile driving digital marketing •Optimise user experience •Universal analytics •A/B testing On-Platform Brand Building Sales Driving •2nd screen partnerships •Mobile 1st campaigns •Topical content • Retention/CRM • In store Promo’s • App Download
  13. 13. Increasing investment in digital marketing 61% 39% 2013 Traditional Digital 52% 48% 2014 Digital spend inc Display, E commerce, Content, VOD, Mobile
  14. 14. What we would have done differently 1. Understood complexity better - 800 stores, 800 menus, 800 price structures, 800 promotional strategies 2. Integrated back of house better - handle the rush 3. Improved reliability of platform earlier - web-site down 4. Recruited for an e commerce business not a pizza retailer - new skill sets required 5. Understood real cost of being multi channel - maintenance costs 6. Refreshed mobile platforms more regularly - improve interaction 7. Built analytical capability up front - understand digital marketing effectiveness better
  15. 15. Where next 80% smart phone ownership 4G acceleration Cross platform analytics Mobile First
  16. 16. Where next • User-centred design • Customer-specific entry points • Delicious food photography • Friction free ordering •Facebook login •Repeat previous orders • Best value basket/deal matching • Personalised offers
  17. 17. Where next • Friction free ordering •Convenience Location Personalisation Measurement • Pizza tracker • Omni channel experience • Relevant content • Device to device • On vs off-line • Performance/behaviour
  18. 18. Summary • A predominantly e and m commerce retailer • Simple customer insight driving strategy • Digital marketing driving media strategy • Be brave • Putting mobile first
  19. 19. DOMINO’S – THE ULTIMATE MOBILE BRAND

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