Monday, 12 July 2010

Domino's online success


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?

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
But please, Domino's, add a link from your Web site to your Facebook page, so prospective fans can find you there. And what about Twitter?