Domino's Delivers Delightful Experiences Through Mobile Push Notifications
Domino's Pizza, the global leader in pizza delivery, has long been at the forefront of leveraging technology to enhance the customer experience. One of the key pillars of their digital strategy is the strategic use of mobile push notifications to engage customers and drive business results.
Domino's Mobile-First Approach
Domino's has recognized the growing importance of mobile in the quick-service restaurant (QSR) industry. In 2015, the company started sending mobile push notifications to customers using Appboy (now Braze), a leading customer engagement platform. This was a strategic move to meet customers where they are and provide a seamless ordering experience.
"The mobile customer is becoming the Domino's customer," says Melissa Cummings, Digital Marketing Specialist at Domino's. "Today's app users are going to be the customers of the future. They're Domino's most cutting edge, engaged users."
Domino's has gone beyond just having a mobile app - they've made it a priority to integrate ordering capabilities across various channels, from voice assistants like Amazon Echo to wearable devices. The goal is to give customers the flexibility to order Domino's pizza however and wherever they want.
Leveraging Push Notifications for Engagement and Loyalty
Domino's has been particularly successful in using push notifications to drive customer engagement and loyalty. By sending personalized, contextual notifications, the company has been able to achieve impressive results.
Boosting App Orders and Retention
Through a segmented push notification strategy, Domino's was able to achieve a 24% increase in app orders and improved customer retention. The personalized notifications, which were tailored to each user's preferences and behavior, led to higher engagement rates and repeat purchases.
Driving Loyalty Program Engagement
Domino's "Cheesy Rewards" loyalty program is a key part of their customer engagement strategy, and push notifications play a crucial role in its success. The brand sends targeted notifications to customers, such as "You're X points away from a free pizza," to encourage them to use their reward points before they expire. This has resulted in the loyalty program generating over 20% more revenue and orders compared to the rest of the customer database.
Improving Customer Experience
Domino's also uses push notifications to provide customers with real-time updates on their orders, such as when the pizza is being prepared, when it's out for delivery, and when it's been delivered. This level of transparency and communication helps to enhance the overall customer experience and build trust in the brand.
Leveraging Emojis for Engagement
Domino's has also been at the forefront of using emojis in their push notifications to make them more engaging and memorable. By replacing words with emojis, the brand has been able to create shorter, more visually appealing messages that are easier for customers to digest.
The use of emojis has been shown to improve message clarity and brevity, appeal to a wider audience, and increase click-through rates by up to 85%. Domino's has leveraged this tactic to great effect, allowing customers to place orders using a simple pizza slice emoji.
Driving Incremental Revenue
Domino's' focus on delivering delightful customer experiences through mobile push notifications has translated into tangible business results. By using the MoEngage customer engagement platform, the brand was able to automate multiple customer journeys, manage its loyalty program end-to-end, and achieve a 20% uplift in revenue from the loyalty program alone.
The ability to quickly and easily create and deploy personalized push notifications, without the need for extensive coding knowledge, has been a key factor in Domino's' success. This has allowed the brand to be agile and responsive to customer needs, further strengthening their position as a leader in the QSR industry.
Conclusion
Domino's Pizza's strategic use of mobile push notifications has been a crucial component of their digital transformation. By leveraging personalized, contextual notifications to engage customers, drive loyalty, and enhance the overall customer experience, the brand has been able to achieve impressive business results.
The integration of emojis and the seamless integration of ordering capabilities across multiple channels have further solidified Domino's' position as a mobile-first, customer-centric brand. As the QSR industry continues to evolve, Domino's' commitment to innovation and customer-centricity will undoubtedly keep them at the forefront of the industry.