Air2Web is now Domino's Pizza sole mobile services provider for Domino's
new mobile coupon campaign management platform, which will serve its
franchises across the country.
Domino's sends coupon codes to opted-in consumers via text message.
Customers can use the coupons when they place orders online in English
and Spanish by visiting www.dominos.com or from a web-enabled cell
phone by visiting mobile.dominos.com.
Last year Domino's more than
tripled their number of opted-in consumers, and continues to invest
significantly in growing their mobile consumer base. In 2009 they plan
to further expand their mobile coupon campaign efforts and will
continue to enhance the consumer ordering experience at
mobile.dominos.com by adding new ordering features, additional coupons,
new products and an improved user interface.
"Mobile coupons provide Domino's Pizza with the ability to
target prospective consumers who are most likely to respond to an
offer," said Curtis Rapp, vice president of sales and marketing for
Air2Web. "Mobile coupon campaigns have been shown to drive retail
traffic and
increase sales."
A Jupiter Research states that 30 percent of
consumers would like to receive mobile coupons. Redemption rates for
mobile coupons range from 5 percent to 15 percent, which is much higher
than typical print coupon rates of 1 percent or less. Consumers must
opt-in in order to participate in mobile coupon programs, accounting
for higher redemption rates.
Paper coupon usage has declined 40 percent in the last few
years due to lack of immediacy and the manual effort of clipping,
according to the Food Marketing Institute.
Real-time offers, geographic targeting, personalization, time-of-day
redemption tracking, and a lower cost of delivery make mobile a more
compelling solution than traditional paper coupons.
"We're extremely satisfied with the results we are seeing with
our text campaigns, as well as the overall growth of our
mobile-ordering customer base," said Rob Weisberg, vice president of
multimedia marketing for Domino's Pizza. "We will continue to invest in
systems and technologies that will allow us to build and maintain
relationships with this highly valuable segment of our customers."
Air2Web developed a customized promotional program for
Domino's through their DirectTEXT/Info Center platform. The specific
promotions developed for Domino's are direct response in nature,
providing transactional integrity, predictable, reliable throughput and
comprehensive reporting.