Air2Web, a market leader in mobile messaging, announced today that they have been selected by Domino's Pizza (NYSE: DPZ), the recognized world leader in pizza delivery, to be the sole mobile services provider for Domino's new mobile coupon campaign management platform, which will serve its franchises across the country.
"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."
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.
A new report from 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.
About Air2Web, Inc.
Launched in 1999, Air2Web helps the world's biggest and best companies harness the power of mobile to connect with their customers. Over the past 10 years, Air2Web has launched thousands of mobile marketing campaigns and integrated mobile technology into strategic business applications for customer care. Air2Web offers companies the tools and technology to promote products and brands, improve the efficiency of customer service and enable mobile transactions, anytime, anywhere. Air2Web is the trusted mobile resource for some of the largest, most influential brands in the world, including AT&T, Procter & Gamble, WeatherChannel, Starbucks, UPS and many more. For more information on Air2Web, visit www.air2web.com.
About Domino's Pizza®
Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery. Domino's is listed on the NYSE under the symbol "DPZ." Through its primarily locally-owned and operated franchised system, Domino's operates a network of 8,773 franchised and Company-owned stores in the United States and 60 international markets. The Domino's Pizza® brand, named a Megabrand by Advertising Age magazine, had global retail sales of over $5.5 billion in 2008, comprised of nearly $3.1 billion domestically and over $2.4 billion internationally. Domino's Pizza was named "Chain of the Year" by Pizza Today magazine, the leading publication of the pizza industry. Customers can place orders online in English and Spanish by visiting www.dominos.com or from a Web-enabled cell phone by visiting mobile.dominos.com. More information on the Company, in English and Spanish, can be found on the Web at www.dominosbiz.com.