Domino's

Domino's online has been a growing success story attracting new customers with over 60% growth year on year and significant brand loyalty witnessed by continued repeat purchase.

Case Study: Optimising Sales

Dominos have clear goals for their online presence

1) To optimise www.dominos.co.uk sales
2) To add sales through providing multiple channels to the customer

Our focus for the main ecommerce 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 enable 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.

Vexed also create all the digital marketing activity for new products and promotions used within the site and as part of online media campaigns.

The site continues to thrive, over 2007 alone sales online have risen by 60.5 per cent, reaching £32.2 million.

Domino's have ambitious expansion plans and expect digital platforms to continue play a key role in this. Future developments include on site kiosks, widgets for customers to access via their preferred social network and potential interactive TV formats.

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