DOMINO’S – THE ULTIMATE

MOBILE BRAND

Paul Francis Head of eCommerce

Agenda

• Growth of eCommerce

• Explosion of mobile

• Understanding the on-line shopper

• Mobile driving our digital marketing

• What we would have done differently

• Where next

THE CONSTANT

FAMOUS.

QUEST TO BEFIRST, FAST,

•1st take away on line (‘98)

•1st pizza via interactive TV (‘00)

•1st pizza on a smartphone (‘10)

•1st pizza company on eBay (‘07)

A genuine multi channel retailer

62%

7.5%

21 %

9%

0.5%

28.5% through iOS devices

5.8 8.2 13.9 19.5 31.8

55.1

79.6

126.4

183.6

268.6

337.9

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£338m of eCommerce sales in 2013

1999 - £100k per annum

2001 - £100k per month

2003 - £100k per wk

2013 - £100k per 13 mins

PPC/Display/Affiliates

Social

Mobile Display

Digital content

4.1

16.6

50.6

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Over £170m via mobile in 4 years

Now: £4.3m per week

Mobile search to overtake desktop

04 Dec

Simple customer insight

CONVENIENCE IS KING CUSTOMER IN CONTROL TOP OF MIND

Innovation is in our DNA

2007

2013

2014

On line shopper behaviour

DIGITAL NATIVES MORE FREQUENT HIGHER SPEND

£0.00

£5.00

£10.00

£15.00

£20.00

£25.00

Instore £ Online £

Instore

Online

£15.76

£20.26

• 16-28 yo Gen Y (soon Gen Z) •Tech-savvy/plugged in •Favour social, SMS,email •Like to be loved/feedback •76% own a smart phone

Mobile users are our 2nd largest group but multi-channel are the most valuable

Mobile customers collect more often than web customers.

Mobile driving digital marketing

•Optimise user experience

•Universal analytics

•A/B testing

On-Platform Brand Building Sales Driving

•2nd screen partnerships

•Mobile 1st campaigns

•Topical content

• Retention/CRM

• In store Promo’s

• App Download

Increasing investment in digital marketing

61%

39%

2013

Traditional

Digital

52%

48%

2014

Digital spend inc Display, E commerce, Content, VOD, Mobile

What we would have done differently 1. Understood complexity better

- 800 stores, 800 menus, 800 price structures, 800 promotional strategies

2. Integrated back of house better - handle the rush

3. Improved reliability of platform earlier - web-site down

4. Recruited for an e commerce business not a pizza retailer - new skill sets required

5. Understood real cost of being multi channel

- maintenance costs

6. Refreshed mobile platforms more regularly - improve interaction

7. Built analytical capability up front - understand digital marketing effectiveness better

Where next

80% smart phone

ownership

4G

acceleration

Cross platform analytics

Mobile

First

Where next

• User-centred design • Customer-specific entry points • Delicious food photography • Friction free ordering

•Facebook login •Repeat previous orders

• Best value basket/deal matching • Personalised offers

Where next

• Friction free ordering

•Convenience

Location Personalisation Measurement

• Pizza tracker

• Omni channel experience

• Relevant content

• Device to device

• On vs off-line

• Performance/behaviour

Summary

• A predominantly e and m commerce retailer

• Simple customer insight driving strategy

• Digital marketing driving media strategy

• Be brave

• Putting mobile first

DOMINO’S – THE ULTIMATE

MOBILE BRAND