New Media Age reports that Domino's UK is successfully leveraging online and social media to build loyalty and boost online sales to pizza lovers. From January-June 2010, Domino's online pizza sales exceeded 32% of its total sales, a very good performance.
How does Domino's do it?
- Make customers feel at home. "Hello pizza lover" is Domino's greeting to visitors who click on its home page. That's a positive start to the marketing conversation.
- Make ordering easy. The Web site is geared towards online ordering, and specials appear on the home page. No need to dig deeper to learn that Tuesdays are 2-for-1 day, for example.
- Keep things simple. Click "contact us" and you see three choices: one link to report order problems, one link to reach the corporate office, and one link to stop receiving email and text messages. Simple and easy.
- Involve customers. The Facebook page invites comments, stays updated and mirrors the offers on the main Domino's home page. More than 36,000 people have "liked" this Facebook presence.
- Reward customers. Every week, Domino's gives away a free pizza to the "king" and "queen" of pizza, the two fans who have brought the most new fans to the Domino's FB page.
