Domino's Franchisees Receive Localized Insight to Increase Direct Marketing ROI
Domino's was experiencing high brand switching, low loyalty and high impulse decision making among consumers. The marketing challenge was made more difficult because the Brand's $100 million annual direct marketing investment was highly fragmented across 1,400 franchisees at the local level.
When presented with this significant challenge, Ansira created localized direct solutions enabling franchisees to capitalize on better customer intelligence and direct marketing strategies.
First, Ansira conducted both customer and store segmentation studies to better target high-value customers and recognize differences among store locations that would affect marketing and sales. With that insight, every weekend, predictive models are applied to the segment data in order to optimize targeting and offers for the franchisee's coming week's 1:1 marketing efforts. This enables more "intelligent" and thus effective direct mail, shared mail and trade area marketing programs to drive acquisition and purchase frequency, activate lapsed customers, and deliver 'apologies' and rewards for any service issues that might occur.
Knowing the importance of Domino's channel partners - local franchisees - a proprietary, online franchise-marketing portal was also developed to facilitate and empower local-franchise marketing investments. This unique resource provides franchisees with access to customer-intelligent marketing plans specific to each location, a learning guide and 20,000 assets to address the particular business needs of each location. The portal also provides efficient online targeting, messaging customization, ordering, payment and execution.
The full suite of localized solutions from which franchisees benefit includes the digital marketing portal, localized direct mail management, local SEO, local paid search and segmented email.
This suite has produced significant results for the franchisee partners and thus the corporate entity:
- The combination of our localized digital tools helped build a $750 million
E- businessfor Domino's
- Localized digital and direct solutions have reduced the purchase cycle by three weeks
- Aided by our predictive modeling, localized direct mail has generated a 46% response
- Local paid search results exceed 400% ROI