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CREATION OF BESPOKE SEGMENTATION AND ROLL OUT

Domino’s

THE CHALLENGE

The ultimate closeness challenge – who are our customers and how do we put them at the heart of all of our business decisions?

GETTING CLOSER

Brand Ignite maximised the power of their large volume of transactional data held by Domino’s to create bespoke segmentation that understands relationships between their consumers’ attitudes and buying behaviour.

A six month process, no stone was left unturned. An eight phase mixed methodology process resulting in clearly defined segments, that can be applied to all business decisions and a live segmentation algorithm that can segment anyone that interacts with the Domino’s tracker in order to understand the breakdown of the customers.

BENEFITS OF CUSTOMER CLOSENESS

5 new attitudinal segments were identified. Each segment was then bought to live in the form of pen portraits and infographics which described the differentiating factors of the new customer types.

Brand Ignite are in the process of embedding the segmentation throughout the business, via key stakeholders, senior management teams, marketing partners and franchisees to ensure that it leaves and breathes within the business. Informing marketing, product development, HR and both high and local levels decisions.