Domino's Case Study

Industry

Quick Service Restaurant (QSR)
Location

India
Solutions
- MoEngage
- Email
- Push Notifications
- SMS
- WhatsApp
Results
- 20% of Revenue generated from the loyalty program.
- 18.7% Conversion Rate from New User Activation Campaigns.
- 575% Uplift in Conversions from Drop-Off Recovery Campaigns.

Background

Domino’s, one of India’s leading QSR brands.

Domino’s aimed to strengthen its digital growth by increasing the number of transacting users across its app and website.

Faced with high drop-off rates and challenges in activating and retaining users, Domino’s collaborated with DWAO to revamp its digital lifecycle marketing strategy.

Objective

Boost User Conversions and Repeat Purchases

Domino’s was facing three major challenges:

Reduce Drop-Offs: Address user drop-offs at critical stages of the Add-to-Cart journey.
Activate New Users: Convert new app installs and website registrations into first-time transactions.
Increase Repeat Customers: Improve order frequency among existing users and promote their loyalty program, Domino’s Cheesy Rewards.

Solution

Strategic Lifecycle Automation Across Channels

Comprehensive Lifecycle Campaigns: Launched cross-channel flows across Email, Push, SMS, and WhatsApp based on customer actions/in-actions.
Drop-Off Recovery Campaigns:
- Built targeted campaigns addressing specific drop-off points during the menu-to-checkout journey.
Loyalty Program Promotion:
- Amplified engagement and repeat orders via Domino’s Cheesy Rewards loyalty initiative.
Creative Promotions:
- Introduced offers like Buy-Two-Get-One (B2G1) to further incentivize purchases.

Seamless Onboarding for New Users:

Incentive-driven onboarding offering discounts or free menu items to first-time users.
Dynamic, multi-touch onboarding sequence with follow-up emails, push notifications, and in-app messaging highlighting app features and exclusive rewards.
Achieved a Conversion Rate (CVR) of 18.72% for new user activations.

Domino’s revolutionized their digital user journey with an incentive-rich, multi-channel approach that significantly boosted conversions, activated new users, and improved loyalty engagement.

Result