Domino Pizza’s achieved an impressive 9,617 check-ins during its recent promotion with Foursquare. The campaign is a clever example of how location-based mobile apps can drive online sales.
In a clever instance of location-based marketing, Domino’s Pizza has partnered with mobile social network Foursquare to use geo-targeted offers to drive traffic to their new e-commerce site. The promotion, which was rolled out at Domino Stores across Britain, resulted in 9,617 check-ins and 3,000 unique visitors to Domino’s outlets.
First launched at Domino’s Pizza in Liverpool, the campaign offered the “Mayor” one free pizza a week. For the uninitiated, Foursquare extends “Mayorships” to users who regularly check-in to certain venues – Mayors are then privvy to special deals or “Mayor Specials” extended by businesses.
Domino’s has been struggling to boost its e-commerce sales and is the first major food retailer to collaborate with FourSquare. The campaign was designed to draw awareness of its newly revamped website which was subject to user improvements by London agency Vexed Digital.
“The Domino’s Pizza refresh was driven by a need to update the creative look and feel of the Web site, to improve the user experience and overall to uplift sales,” said Neil Major, Social Media Director at Vexed Digital.
“Features such as remember last order reduce the time taken to complete each order and the pre-order tool enables people to use the site at their convenience.”