Success Stories

Domino’s achieves 8.6X ROI with cross-channel journey orchestration

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8.6

x
ROI Cross-channel Journey Orchestration

47

%
Conversion Rate Uplift Gamification

25

%
Click-through Rate Push Notifications

About Domino’s

Domino’s Pizza is an American multinational pizza restaurant chain founded in 1960. Domino’s Pizza pioneered an important innovation in the pizza industry by bringing the concept of “home delivery” to pizzas. They work with great passion to prepare the most delicious pizzas and offer very advantageous opportunities to their end customers with our campaigns.

Numbers of stores: + 17,000

Operates: Worldwide

Number of employees: + 56000

Convert anonymous visitors into known customers and improve AOV of repeat customers using gamified templates

Challenge
Turning anonymous visitors into known customers by getting them to complete their first purchase is a major challenge. Engaging customers to order frequently while improving Average Order Value (AOV) were two key challenges for the Domino’s team. They wanted to create interactive and engaging experiences to showcase their offers to increase engagement and revenue.

Solution
Insider’s “Wheel of Fortune” template was chosen to craft a gamified experience while incentivizing customers. The “Wheel of Fortune” gave users a chance to spin the wheel to avail an offer in which they would get ‘sides’ at discounted prices — in exchange for their email address.

This solution helped convert anonymous visitors into known customers who could be retargeted later with more exciting offers to improve repeat purchases. Known customers were given an incentive to order sides along with their pizza as they were now available at discounted prices.

Gamifying experiences proved to be a gamechanger for Domino’s. It offered a win-win solution for Domino’s and its fans.

Result
62% of the users who saw the “Wheel of Fortune” game on the website ended up spinning the wheel to generate a discount coupon.

Encouraging customers to come back with app push notifications

Challenge
While ordering food online, customers have the tendency to skim through the digital menu, add products to their shopping carts but drop off before completing the purchase. This occurs quite often as customers are undecided on what to eat and they just want to check out products and their prices. Domino’s was looking for a solution that could nurture this customer interest and get them to complete the purchase.

Solution
Domino’s decided to send app push messages to showcase their USP of ”fast delivery at the door in under 30 minutes” to drive urgency and purchases. Since app push messages can be delivered even when customers aren’t using the app, Domino’s was able to show these messages to different customer segments, including new users, browse abandoners, cart abandoners, and dormant customers. As a result, Domino’s managed to increase their conversion rate by getting more customers back to their mobile app and driving purchases.

This solution helped convert anonymous visitors into known customers who could be retargeted later with more exciting offers to improve repeat purchases. Known customers were given an incentive to order sides along with their pizza as they were now available at discounted prices.

Gamifying experiences proved to be a gamechanger for Domino’s. It offered a win-win solution for Domino’s and its fans.

Result
The triggered app push message resulted in an open rate of 23.4%.

Retarget cart abandoners with AI-powered cross-channel journeys

Challenge
Domino’s had a sizeable segment of customers who would add items to the cart but drop off without completing the order. This led to high cart abandonment rates and a drop in overall conversion rates. Domino’s wanted a solution that could help follow up with cart abandoners and get them to complete their purchase.

Solution
To retarget cart abandoners across multiple channels, Domino’s used Architect, Insider’s AI-led cross-channel journey orchestrator. By capturing and consolidating customer data from their website and mobile app, Domino’s was able to leverage multiple channels like web push notifications, app push notifications, and email to re-target cart abandoners and bring them back. The usage of these channels allowed Domino’s to re-engage customers with personalised messages, recommendations, and coupons even after they had exited the website and app. Building cross-channel journeys helped Domino’s target their customers with the right message at the right time, on their preferred channels. This helped Domino’s improve their cart recovery rate and in turn their conversions.

Result
Domino's was able to successfully engage its customers across different channels with Architect, Insider’s cross-channel customer journey orchestrator and achieved an 8.6X ROI.

Capturing feedback using gamified surveys

Challenge
Capturing customer sentiment and feedback is an important element of customer retention. Domino’s realised that analysing customer feedback would be key to delivering value and customer satisfaction. However, customers often shy away from providing feedback as the questions and the user experience tend to be unengaging and old-school. Domino’s wanted a solution that could capture feedback while delivering a satisfying user experience.

Solution
Insider’s gamified feedback and survey templates helped Domino’s create an engaging user experience. The feedback questions tried to gauge the happiness and satisfaction of the customer. Instead of the standard options, Domino’s used smiling and sad emojis to capture customer sentiment.

Result
The gamified survey templates proved to be engaging with 72% of the customers answering the survey questions.

Looking Ahead

Domino’s Pizza wanted to deliver personalized experiences at scale on their website to improve conversion rates and revenue. Using gamified experiences they wanted to activate new users and retain existing customers.
They decided that a cross-channel marketing strategy would be necessary to create multiple touchpoints of engagement at different stages of the customer journey. Knowing that merely engaging website visitors and mobile app users wouldn’t be enough, Domino’s marketing team decided to craft customer journeys including channels like web push notifications, app push notifications, and email.
By engaging pizza lovers on their preferred channels with relevant messages, Domino’s was able to effectively capture customers at all stages of the customer lifecycle.
 

"The highlight of using Insider is their dedicated account management team - which means that we get custom support based on our specific needs. Another great thing is their unique A/B testing feature which works amazingly well and we’ve been able to increase our AOV by testing variations we never thought possible. One of the primary things that we wanted to focus on was improving our AOV and also delivering a great customer experience across channels such as email, web push, ads, SMS, etc. We found just the solution that we were looking for in Insider’s A/B testing feature - which has enabled us to test variations of campaigns and find out which contributes to the highest AOV. We’ve also been able to improve our app downloads using personalized campaigns and offers with web push notifications. And, what has really helped us is that we could test all these scenarios with Insider before going live, helping us prepare and execute better.”

Duygu Deniz Kusaksız & Beril Savuri Düzenli

eCommerce Manager & Digital Product Manager

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