Domino's Set Sights on Innovative Marketing Initiatives

Having enjoyed a 7.9% sales increase over the last quarter, Domino's Pizza are aiming to launch some new innovative marketing initiatives in order to keep up the momentum from such a great period of online sales. Mobile devices are particularly to thank for this with a fifth of all online deliveries being made from smartphones and tablets. Just under 60% of all Domino’s UK deliveries are down to e-commerce sales, which is up by just under 40% to a figure now which is over 60% of the overall.

In the three months leading up to September, Domino's sales increased up to £136.4m for that quarter, which has inspired the company to take effective steps to maintain this growth with Christmas in their sights.

Social media usage is set to be part of this new marketing campaign, following on from the announcement in February that they planned to increase activity on Twitter and launch deals on Facebook as a way of driving sales. Combining an increase in social media usage with seasonal products and promotions will place Domino's in the perfect position to not only maintain their great performance but to even aim beyond it and improve on their 3^rd quarter sales.

Back in February, Domino's launched an "f-commerce" campaign which saw them offer their Facebook fans the opportunity to try one of their new products a week before the official launch, for a promotional price. This was used as a reward for being a returning customer and being a registered Facebook fan, a technique which Domino's may well be planning to use again through the last few months of the year.

According to Domino's Pizza chief executive Lance Batchelor, the 4^th quarter is traditionally the strongest of the year for the company anyway, so the real measurement will come when compared to previous year's sales.

Written by Jason John Mills