domino's paul francis
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DOMINO’S – THE ULTIMATE
MOBILE BRAND
Paul Francis Head of eCommerce
Agenda
• Growth of eCommerce
• Explosion of mobile
• Understanding the on-line shopper
• Mobile driving our digital marketing
• What we would have done differently
• Where next
THE CONSTANT
FAMOUS.
QUEST TO BEFIRST, FAST,
•1st take away on line (‘98)
•1st pizza via interactive TV (‘00)
•1st pizza on a smartphone (‘10)
•1st pizza company on eBay (‘07)
A genuine multi channel retailer
62%
7.5%
21 %
9%
0.5%
28.5% through iOS devices
5.8 8.2 13.9 19.5 31.8
55.1
79.6
126.4
183.6
268.6
337.9
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£338m of eCommerce sales in 2013
1999 - £100k per annum
2001 - £100k per month
2003 - £100k per wk
2013 - £100k per 13 mins
PPC/Display/Affiliates
Social
Mobile Display
Digital content
4.1
16.6
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Over £170m via mobile in 4 years
Now: £4.3m per week
Mobile search to overtake desktop
04 Dec
Simple customer insight
CONVENIENCE IS KING CUSTOMER IN CONTROL TOP OF MIND
Innovation is in our DNA
2007
2013
2014
On line shopper behaviour
DIGITAL NATIVES MORE FREQUENT HIGHER SPEND
£0.00
£5.00
£10.00
£15.00
£20.00
£25.00
Instore £ Online £
Instore
Online
£15.76
£20.26
• 16-28 yo Gen Y (soon Gen Z) •Tech-savvy/plugged in •Favour social, SMS,email •Like to be loved/feedback •76% own a smart phone
Mobile users are our 2nd largest group but multi-channel are the most valuable
Mobile customers collect more often than web customers.
Mobile driving digital marketing
•Optimise user experience
•Universal analytics
•A/B testing
On-Platform Brand Building Sales Driving
•2nd screen partnerships
•Mobile 1st campaigns
•Topical content
• Retention/CRM
• In store Promo’s
• App Download
Increasing investment in digital marketing
61%
39%
2013
Traditional
Digital
52%
48%
2014
Digital spend inc Display, E commerce, Content, VOD, Mobile
What we would have done differently 1. Understood complexity better
- 800 stores, 800 menus, 800 price structures, 800 promotional strategies
2. Integrated back of house better - handle the rush
3. Improved reliability of platform earlier - web-site down
4. Recruited for an e commerce business not a pizza retailer - new skill sets required
5. Understood real cost of being multi channel
- maintenance costs
6. Refreshed mobile platforms more regularly - improve interaction
7. Built analytical capability up front - understand digital marketing effectiveness better
Where next
80% smart phone
ownership
4G
acceleration
Cross platform analytics
Mobile
First
Where next
• User-centred design • Customer-specific entry points • Delicious food photography • Friction free ordering
•Facebook login •Repeat previous orders
• Best value basket/deal matching • Personalised offers
Where next
• Friction free ordering
•Convenience
Location Personalisation Measurement
• Pizza tracker
• Omni channel experience
• Relevant content
• Device to device
• On vs off-line
• Performance/behaviour
Summary
• A predominantly e and m commerce retailer
• Simple customer insight driving strategy
• Digital marketing driving media strategy
• Be brave
• Putting mobile first
DOMINO’S – THE ULTIMATE
MOBILE BRAND