Quantcast
DOMINO'S PIZZA: RAZOR PRECISION MODELING
SITUATION
When it comes to ordering dinner, there are a lot of options out there. For a Domino's franchisee, there are two sets of choices that potential consumers must make: a) I want pizza for dinner, and b) I want Domino's to make and deliver that pizza. In the past, an effective way to reach those pizza-loving potential customers has been through direct mail. But could Domino's do it more effectively? That's where RAZOR came in.
FOUNDATION
Developing custom solutions every time gives RAZOR a look at a client's complete picture. What did we see when we looked at Domino's? A chance to be much more accurate in our targeting. A chance to talk to the right people, at the right time, in the right place. Specifically, RAZOR determined that the audience that Domino's direct mail could impact the most were: a) consumers who could be persuaded that pizza was the best food option, and b) consumers who were open to switching to a pizza competitor.
BLUEPRINT
How did we find the right people? By implementing one of the more effective tools in our toolbox, RPM - RAZOR Precision Modeling™. (Kids, don't try it at home.) RAZOR developed a combination of statistical models that predicted:
  • Which consumers need additional communication to make a decision
  • Which consumers are more likely to purchase on their own
The results of the RPM allowed RAZOR to re-target Domino's direct mail efforts effectively to folks who, when given the proper communication, were more likely to order a Domino's pizza.
RESULTS
After utilizing RPM, Domino's direct mail transformed into one of the company's strongest transaction-driving vehicles. ROI increased by 15 times. All of Domino's national direct mail efforts are now leveraging the RPM, and the results continue to be positive.
Domino's Pizza
CUSTOM BUILT MARKETING SOLUTIONS
© 2008 RAZOR Business Strategy Consultants. - All Rights Reserved.