In 2009, Domino’s
Pizza announced that it was improving the quality of their pies,and since
January 2010 they have watched their shares jump up by 750%. This year Domino’s
shares went up an impressive 51% but it’s not simply the better ingredients in the
pizzas that have boosted this year’ssales.
Apart from the increase in overseas sales, the main ingredient
for the company’s recent growth has been investments in digital and mobile marketing.
Their apps promise to make placing and tracking orders faster and easier for
customers.
Domino’s research shows that customers order pizza 21 times every
year and that six or seven of these orders comes to them. “Loyalty is not
strong, we think—that’s why we are so focused on the digital because we think
it’s one of the fronts that will enhance our loyalty,” saidDomino’s CFO,
Michael Lawton.
The company has mobile ordering applications that are
compatible with about 95% of smartphones. IPhone, Kindle, and Android users can
download their mobile apps at https://order.dominos.com/en/pages/content/content.jsp?page=apps&so=hp.
In August 2013, Domino’s launched a “Pizza Profiles” campaign that encouraged
online customers to save their personal information so that they can reorder
their favorite items in as little as five clicks, or about 30 seconds.Domino’s
claims that it generates $2 billion in worldwide digital sales per year of
which 35% is generated by mobile devices. CEO Patrick Doyle attributeshigher
customer loyalty and order frequency to its digital ordering system.
A Mobile Marketing Lesson for Any Business
Business owners in any industry can see the value in this
news release: develop a mobile website or get left behind by the competition. You
might not need to develop a custom app for your company but you must have a
mobile-friendly website that allows people to buy or book your products or
services. Not only will a mobile-friendly website make smartphone and tablet
users happy, Google will demote your site’s ranking if you don’t have a one.
You can read more about Google’s search ranking demotion on Paveya’s blog: http://www.paveya.com/seo-get-mobile-friendly-get-demoted-by-google/.
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