Domino’s digital push

 

pizzamogulDomino’s Pizza has launched a new online initiative, combining social media and e-commerce in a bid to drive more sales for the Australian pizza chain.

The brainchild of Domino’s CEO and MD Don Meij, Pizza Mogul, is a responsive website and mobile app that allows customers to create their own pizza, identity, and branding; share to their social networks; and earn a cut of every sale.

Meij said the world first initiative provides a platform for people to be creative, make money, build social capital, and become part of a community.

“We are going to put Domino’s even further into the hands of our customers, and if you can dream it then this is your platform.

“Mogul provides the vehicle for Domino’s to utilise social selling as a powerful revenue and viral advertising stream. We are looking for our passionate customers, fans and followers to share their creativity with their social networks,” Meij said.

“It’s really as simple and easy as that. We don’t want customers having to jump through hoops with registration and sign up fees – there’s none of that.

“It’s been months in the making and years in the dreaming and a lot of people have worked tirelessly to ensure Mogul is a huge success.”

Moguls (as they’re referred to by Domino’s) earn incrementally as they add toppings to their pizza creations. Pizza Moguls will earn anywhere from 25cents to $4.50 (depending on the number of toppings) for every individually created and sold pizza.

Meij says the pizza delivery experts receive hundreds and thousands of ideas, pizza suggestions, and requests each year.

“It’s not physically possible to introduce all of these great ideas to our menu. Through Pizza Mogul we can now introduce them all, in fact our customers can create them and share with their own friends.”

Meij says the launch of Pizza Mogul is taking the retail revolution one step further to create the ultimate fusion of social media and e-commerce in a trend they are referring to as ‘Me-Tailing.

“Me-Tailing isn’t a trend but more of a way of doing business and is the next wave of digitalisation.

“With more control than ever before, customers will be able to brand their pizza, create Youtube ads, build marketing campaigns, catchy jingles, images, Vine videos, Snapchats, and other exciting social selling tactics through Twitter and Facebook.”

Moguls will also earn rewards through gamification techniques including weekly cash bonuses, rewards, and badges.

“It’s the most amount of control a brand has relinquished to customers since Facebook launched but a like or a re-tweet doesn’t equal a sale and it’s no guarantee people are buying.

“This is, in my opinion, the future of retailing,” Meij said.

 

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