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When Domino Pizza Enterprises identified the need for a high-performance, automated digital marketing system that could deliver highly sophisticated customer relationship management, it had the challenge of finding a smart, agile solution that could amplify results at the national and local levels with minimal effort.<\/p>\n
Adrian Westwood, Domino\u2019s global head of CRM, pinpoints the key concerns: \u201cOne of the biggest challenges in CRM is the ability to understand our customer enough, to be able to communicate to them with purpose and value. Another is being able to build sustainable automations that, for an organisation like Domino\u2019s, can be scaled across all our markets quickly and easily,\u201d Westwood says.<\/p>\n
The Domino\u2019s business, headquartered in Brisbane, operates in 12 markets, including Australia.<\/p>\n
\u201cHaving our teams build the campaign sophistication required to power national marketing campaigns is key to growing franchisee profitability. In addition to that, we also believe giving local stores the ability to run their own local store marketing provides them the control to move quickly on store-specific activations,\u201d Westwood adds.<\/p>\n
Taguchi delivers Domino’s digital marketing solution<\/strong><\/h3>\nDomino\u2019s sought a single solution to achieve all these elements and found the answer with automated marketing firm Taguchi. The Australian-owned business has spent more than a decade refining and perfecting its enterprise-level digital marketing platform, Distributed Customer Engagement.<\/p>\n
The platform provides a customised offering tailored to the unique marketing requirements of a franchise operation. It delivers the key functions of centralised brand management and localised personalisation, providing a versatile solution that caters to the diverse needs of both franchisors and franchisees.<\/p>\n
This dual approach enhances both the commercial impact and brand consistency of marketing campaigns, says Taguchi CEO Dean Maidment.<\/p>\n
\u201cDistributed marketing automation software can help marketers implement and manage multiple aspects of a marketing strategy with speed and efficiency by letting the software do most of the work,\u201d Maidment says.<\/p>\n
Using Taguchi\u2019s smart platform, organisations can select the level of control or flexibility that matches their strategic goals and operational requirements. This helps maximise the effectiveness of data-driven marketing campaigns while maintaining a cohesive brand identity.<\/p>\n
The platform offered the multi-layered, multi-national Domino\u2019s business the perfect mix of control and freedom, and the two companies began working together eight years ago.<\/p>\n
Westwood says: \u201cWhat excited us about the partnership was having a company that understood how important it was for us to remain nimble and on the cutting edge of innovation, but also be able to grow with us as an organisation.\u201d<\/p>\n
Franchisees and franchisors have access<\/strong><\/h3>\nDomino’s national marketing team provides digital marketing direction and expertise for Taguchi. It retains control of strategy, branding, and broad messaging and has approval oversight.<\/p>\n
Domino\u2019s franchisees also have access to the Taguchi system and can contribute to national communications by localising product offers and other content to suit their specific store.<\/p>\n
Campaign analytics are easily accessible via simple dashboards and comprehensive reports, allowing franchisees to maximise ROI from each campaign, channel, and customer, says Maidment.<\/p>\n
\u201cUsers can measure the impact of marketing activities on sales, knowing exactly which promotions perform best and what the most profitable customer segments are. What is more, testing automation and campaign frequency means you can find the optimum balance between overcommunicating and underservicing \u2013 improving commercial outcomes,\u201d he says.<\/p>\n
The team at Taguchi provides full implementation, training, and support.<\/p>\n
\u201cWe integrate with leading CRM and e-commerce platforms as well as a range of legacy and bespoke systems,\u201d explains Maidment. \u201cOur implementation team collaborates closely with our clients to ensure that the data flow to and from Taguchi is set up correctly, efficiently and is future-proofed for the business.\u201d<\/p>\n
For Domino\u2019s, with its multiple markets, the integration process was seamless.<\/p>\n
\u201cSystem implementation can be a tricky process at the best of times, but Taguchi has worked with us to onboard 11 markets over the years with a great attention to detail. They effectively project manage across many internal stakeholders whilst juggling various requirements,\u201d Westwood says.<\/p>\n
Domino’s digital marketing elevated with Taguchi<\/strong><\/h3>\nUsing Taguchi features has enabled the pizza network to achieve considerable performance improvements.<\/p>\n
\u201cBeing able to set up custom customer journeys that use Taguchi\u2019s native email delivery and our integrations with our SMS partner has been significant,\u201d says Westwood.<\/p>\n
Taguchi is now used by all DPE country operations. Westwood says. \u201cThis has enabled us to scale our concepts tested in one market to all our markets a lot more efficiently. It also enables our centralised teams to support our local markets more effectively as all users become experts on one platform.\u201d<\/p>\n
Taguchi and Domino\u2019s continue to explore ways to refine message personalisation, leveraging the platform\u2019s advancements and consumer demands.<\/p>\n
\u201cCustomised messaging is critical to achieving a greater level of one-to-one communication with customers,\u201d says Westwood. \u201cOur testing has shown that speaking to a customer as an individual person, by knowing their name, knowing how many pizzas they buy and what occasions they like to buy for, helps us to deliver more meaningful communications.<\/p>\n
\u201cHaving a partner like Taguchi enables us to scale this level of personalisation in collaboration with our own data sets,\u201d he says.<\/p>\n
The post How Domino\u2019s mastered customised messaging at scale appeared first on Inside Retail Australia.<\/p>\n
Domino’s national marketing team provides digital marketing direction and expertise for Taguchi. It retains control of strategy, branding, and broad messaging and has approval oversight.<\/p>\n
Domino\u2019s franchisees also have access to the Taguchi system and can contribute to national communications by localising product offers and other content to suit their specific store.<\/p>\n
Campaign analytics are easily accessible via simple dashboards and comprehensive reports, allowing franchisees to maximise ROI from each campaign, channel, and customer, says Maidment.<\/p>\n
\u201cUsers can measure the impact of marketing activities on sales, knowing exactly which promotions perform best and what the most profitable customer segments are. What is more, testing automation and campaign frequency means you can find the optimum balance between overcommunicating and underservicing \u2013 improving commercial outcomes,\u201d he says.<\/p>\n
The team at Taguchi provides full implementation, training, and support.<\/p>\n
\u201cWe integrate with leading CRM and e-commerce platforms as well as a range of legacy and bespoke systems,\u201d explains Maidment. \u201cOur implementation team collaborates closely with our clients to ensure that the data flow to and from Taguchi is set up correctly, efficiently and is future-proofed for the business.\u201d<\/p>\n
For Domino\u2019s, with its multiple markets, the integration process was seamless.<\/p>\n
\u201cSystem implementation can be a tricky process at the best of times, but Taguchi has worked with us to onboard 11 markets over the years with a great attention to detail. They effectively project manage across many internal stakeholders whilst juggling various requirements,\u201d Westwood says.<\/p>\n