Robin Auld, Domino’s sales and marketing director, that the chain is considering new technologies such as an iPhone application to make ordering easier.
"There’s a lot in development, all technology based," Auld said. "[An iPhone app is] under consideration. Along with many other things. We're looking at other channels such as PDA devices. We'll be increasing online spend faster than other areas as a proportion of spend."
However Auld reaffirmed Domino’s commitment to traditional channels. "Door drop menus and direct mail are still the bedrock of our activity. It’s still really important to communicate by traditional methods as well as using new technology."
The chain is also redoing its database segments, using behavioural data. "We tend to segment based on behavioural data – so for instance we call one segment ‘Hard Core Loyals’," Auld said. "We feel behavioural segmentation is more accurate rather than artificial methods like age or location. We’re in the process of re-doing the segments."
Sales at Domino's Pizza are booming in the economic downturn as more people opt to stay at home. In July the company reported a 25% surge in first-half profits.
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