How Domino’s mastered customised messaging at scale

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.

Adrian Westwood, Domino’s global head of CRM, pinpoints the key concerns: “One 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’s, can be scaled across all our markets quickly and easily,” Westwood says.

The Domino’s business, headquartered in Brisbane, operates in 12 markets, including Australia.

“Having 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,” Westwood adds.

Taguchi delivers Domino’s digital marketing solution

Domino’s 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.

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.

This dual approach enhances both the commercial impact and brand consistency of marketing campaigns, says Taguchi CEO Dean Maidment.

“Distributed 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,” Maidment says.

Using Taguchi’s 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.

The platform offered the multi-layered, multi-national Domino’s business the perfect mix of control and freedom, and the two companies began working together eight years ago.

Westwood says: “What 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.”

Franchisees and franchisors have access

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.

Domino’s 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.

Campaign analytics are easily accessible via simple dashboards and comprehensive reports, allowing franchisees to maximise ROI from each campaign, channel, and customer, says Maidment.

“Users 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 – improving commercial outcomes,” he says.

The team at Taguchi provides full implementation, training, and support.

“We integrate with leading CRM and e-commerce platforms as well as a range of legacy and bespoke systems,” explains Maidment. “Our 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.”

For Domino’s, with its multiple markets, the integration process was seamless.

“System 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,” Westwood says.

Domino’s digital marketing elevated with Taguchi

Using Taguchi features has enabled the pizza network to achieve considerable performance improvements.

“Being able to set up custom customer journeys that use Taguchi’s native email delivery and our integrations with our SMS partner has been significant,” says Westwood.

Taguchi is now used by all DPE country operations. Westwood says. “This 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.”

Taguchi and Domino’s continue to explore ways to refine message personalisation, leveraging the platform’s advancements and consumer demands.

“Customised messaging is critical to achieving a greater level of one-to-one communication with customers,” says Westwood. “Our 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.

“Having a partner like Taguchi enables us to scale this level of personalisation in collaboration with our own data sets,” he says.

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