How and why mobile commerce has 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%

3.6%

8.2% 4.5%

2.4%

1.2%

0.2%

16.3% through iOS devices

The world is changing

• 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

On-line mobile only:

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

Add value to someone’s life

• 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

Apple Newton

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 go

59% of smartphone shopping is done at home

81% of smartphone shopping is done at the spur of the moment. 42% of PC/Laptop shopping is planned.

Video

Get feedback

Keep evolving

Grow the brand

10 stores for 82 million 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!

Thank you