The Case of Dominos
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 Dominos 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 expectationsby accomplishing a CTR of more than 14% for the Domino’s BOGO offer.
- Phenomenal customer reach of 93%-95% by delivering text messagesthrough the messaging services.
- The eIS messaging campaign led to the generation of approximately35,000 orders for Domino’s in the UAE, an estimated 1,750 orders in bothBahrain and Qatar.
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