Domino’s is the UK’s #1 home delivery pizza—but the food delivery apps were coming to eat their lunch (sorry). The problem: their CRM system and data strategy were holding them back.
We started by creating a Single Customer View that combined and de-duped the previously siloed customer records.
That meant going from 120m fuzzy, duplicated records to 38m clean, accurate ones—drawing from two years of purchase data. And that made all the difference.
(Turns out we’re all creatures of habit, repeating the same orders on the same day of the week—a huge opportunity to boost frequency by timing offers more accurately.)
Domino’s understands the events in our lives that trigger pizza eating (like the FA Cup Final). And they’re great at combining broadcast TV spots with direct SMS or email messages.
Now, they can seize these opportunities with highly personalised offers instead of one-size-fits-all messages—even the photos show each customer’s favourite pizza.
Re-engineering the data and tech stack
To create a true Single Customer View that pays dividends every day.
Training the Domino’s teams
And their agencies—so they could design and run more campaigns more often, without adding people to the CRM team.
Boosting the ROI of digital marketing
With more efficiency and effective campaigns.
Annual incremental sales from previously dissatisfied customers
Annual saving in data and technology platform costs
Projected saving from a 1% reduction in attrition