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Domino’s uses mobile coupons to drive traffic to mobile website

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Domino’s Pizza has implemented a mobile coupon campaign management platform from Air2Web that is designed to serve its franchises across the US.

“Mobile coupons provide Domino’s Pizza with the ability to target prospective consumers who are most likely to respond to an offer,” says Curtis Rapp, vice president of sales and marketing for Air2Web. “Mobile coupon campaigns have been shown to drive retail traffic and increase sales.”

Domino’s sends coupon codes to opted-in consumers via text message. Customers can use the coupons when they place orders online in English and Spanish by visiting www.dominos.com or from a Web-enabled cell phone by visiting mobile.dominos.com.

Last year Domino’s more than tripled its number of opted-in consumers and, in 2009, plans to further expand its mobile offering via the addition of new ordering features, coupons, new products and an improved user interface.

“Paper coupon usage has declined 40% percent in the last few years due to lack of immediacy and the manual effort of clipping, according to the Food Marketing Institute,” says Air2Web. “Real-time offers, geographic targeting, personalization, time-of-day redemption tracking, and a lower cost of delivery make mobile a more compelling solution than traditional paper coupons.”

Rob Weisberg, vice president of multimedia marketing for Domino’s Pizza, says “We’re extremely satisfied with the results we are seeing with our text campaigns, as well as the overall growth of our mobile-ordering customer base. We will continue to invest in systems and technologies that will allow us to build and maintain relationships with this highly valuable segment of our customers.”

Air2Web developed a customized promotional program for Domino’s on the company’s DirectTEXT/Info Center platform. The specific promotions developed for Domino’s are, says the firm, direct response in nature, providing transactional integrity, predictable and reliable throughput and comprehensive reporting.

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