The Case of Domino’s
Selling almost 3 million pizzas each day globally, Domino’s has a massive brand value, a humongous customer base and quite popular products. Despite its strong presence, Domino’s was seeking a way to ensure the reach of information about its products and offers to each existing and potential customer in UAE, Qatar and Bahrain. Being a regional pioneer, Etisalat Information Services helped Domino’s resolve this issue through its text messaging service.
Challenges
Domino’s lacked a clarity of consumer classification in the region in order to optimally reach the target market. Etisalat Information Services conducted a Geographical and Demographic segmentation for Domino’s & based on Area, Nationality, Age, Income and Gender.
Solution
By identifying all the relevant cornerstones, eIS prescribed a comprehensive messaging plan to Domino’s focused on the factors of reach and CTR across UAE, Bahrain and Qatar. Each magnificently helped Domino’s enhance consumer reach.
The outcome achieved by EIS
- EIS promised to deliver a CTR of 3-4% and greatly exceeded expectations by accomplishing a CTR of more than 14% for the Domino’s BOGO offer.
- Phenomenal customer reach of 93%-95% by delivering text messages through the messaging services.
- The eIS messaging campaign led to the generation of approximately 35,000 orders for Domino’s in the UAE, an estimated 1,750 orders in both Bahrain and Qatar.
Client Testimonials
Thank you for the efforts and quick turnaround on SMS campaigns executed in April’20. We have seen great responses and results on the campaigns with CTR’s above 4%. It helps the business to grow in such tough times. We have therefore decided to extend the campaign in May and June. I am sure as we grow, we can start getting much sharper in our targeted campaigns to further improve the campaign response rates.
Shobit Tandon COO Domino’s (Almar Foods)
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