Domino’s Pizza, a global leader in pizza delivery and digital ordering platforms, might consider itself a technology company. It has enhanced its online ordering capabilities in recent years, along with other key technological maneuvers, and always holds an eye toward greater customer engagement and brand loyalty.

“Leveraging technology to create a positive experience for users comes natural, as we often view ourselves as a technology company that sells pizza,” Steve Kennedy, Director of Loyalty at Domino’s, about the company’s use of social media and technology’s impact on its loyalty program.

Domino’s Pizza serves as an ideal example of brand that adopted digital technology to reassert its relevancy in a very traditional and highly competitive industry. As one of the leading American restaurant chains and top international franchise pizza delivery corporations, Domino’s knew that the only way it could succeed in a marketing landscape that was extremely competitive and rapidly evolving was to make heavy investments in digital technology and customer intelligence analytics. 

“Emphasis on technology helped the brand reach an estimated $5.6 billion in global digital sales in 2016, and has produced several innovative ordering platforms, including ordering Domino’s via Google Home, Facebook Messenger, Apple Watch, Amazon Alexa, Twitter, and text,” Kennedy added. “We integrated the loyalty program into each of the 15 ways customers can order (we call this AnyWare ordering) to ensure that we give our loyalty members the best experience possible. The recipe for Domino’s digital-first rewards program is intentionally simple in design and use, resulting in deepened customer engagement through positive brand experiences. However, we know that some of our customers prefer to order in person or over the phone. Now everyone can earn points toward free pizza no matter how they choose to order, whether it's online, via our AnyWare ordering channels, phone, or in-store.”

Loyalty programs will continue to shift to personalized experiences–what is rewarding to one customer may be different to the next, Kennedy noted.

“Today’s technology and digital tracking abilities create big data that can be utilized to create and optimize these experiences,” he said.

Kennedy talked about customer behavioral changed related to the Domino’s loyalty program.

“We’ve witnessed increases in both behavioral and attitudinal brand loyalty resulting from Domino’s Piece of the Pie Rewards program,” he said. “The resulting increased interactions and deeper relationships with our members continue to provide us with valuable insights about how to improve the brand experience for them.”

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