Domino’s Pizza is the UK’s leading pizza delivery company for which E-commerce is an essential and continually growing channel for their marketing. We are Domino’s digital agency and work with them to identify and plan its e-commerce channels on an ongoing basis. We prioritise which channels to exploit dependent on both their potential for e-commerce and relevance to their target audience.

Domino’s Pizza came to Vexed Digital wanting to substantially grow its e-commerce sales. We developed a stream of activity including the Domino’s Pizza kiosk, the Domino’s Pizza iPhone application and a major refresh of its website to be launched in March 2010.

The Domino’s Pizza website refresh was driven by a need to update the creative look and feel, to improve the user experience and to uplift sales. Our focus for the site was to ensure ease of use and purchase speed for customers ordering their favourite pizzas online.

Features such as Remember Last Order reduce the time taken to complete each order and the Pre Order tool enables people to use the site at their convenience. In addition to the main site, pizza lovers can also order via SMS, a facility that Vexed put in place to support their objective of incremental sales through alternative channels.

Domino’s have ambitious expansion plans and expect digital platforms to continue play a key role in this.

E-commerce sales are up by 40% (£78.5m) in 2009, reaching almost a third of all sales.