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Brief Published: 12 Apr 2013

Thinking Digitally: Domino’s Pizza

Extra

Domino’s Pizza, the global fast-food delivery firm, is reaping the rewards of taking a ‘digital first’ approach to selling pizza – a traditional treat from an analogue world.

The group’s 2012 ecommerce sales in the UK and Ireland were worth £268.6m ($412.6m), up from £183.6m ($282m) the previous year to account for more than half of its sales. Pizza orders via mobile devices saw exponential growth, up by 187% in the year to account for 19.7% of all online sales.

“Over half of our sales are now placed online, as opposed to over the phone or walking in… and 20% of our ecommerce sales come from mobile platforms,” said Simon Wallis, UK sales and marketing director.

Domino’s has expanded its online offer to create multiple touchpoints for customers, in areas that complement its core offer. The company is sponsoring an online soap opera, The Support Group, aimed at football fans. Meanwhile, a link with film group Lionsgate UK allows customers to stream videos through the Domino’s website while ordering pizza.

The firm’s ‘digital first’ approach lets customers find all the elements of a night in at the same place.

For more on Domino's efforts in rebranding and innovation see Domino's Repackages Pizza and Domino's Crowd-Sourced Delivery Truck

The Support Group

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