Business Platform
Domino’s Pizza Indonesia
Growing sales and engagement with WhatsApp campaigns and messages
Brand
The Indonesian arm of the multinational pizza chain cultivated repeat customers in 2023 by combining its customer relationship management (CRM) and customer lifecycle marketing (CLM) efforts with WhatsApp messages and campaigns, resulting in a 72% increase in sales.
72%
increase in sales in 2023 compared to 2022, attributed to WhatsApp marketing efforts*
6.3X
return on investment (ROI) from WhatsApp messages in 2023*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Redefining pizza for Southeast Asia
Domino’s Pizza Indonesia’s company motto is “Sell more pizza, have more fun!” The company’s goal is to become the biggest pizza chain in Southeast Asia by emphasizing what it calls “The Three T’s”: redefining taste, fostering talent and pioneering community transformation. The chain operated hundreds of stores across more than 40 cities in Indonesia as of Summer 2024.
Their Goal
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Overcoming regional challenges
Domino’s faced two major challenges in the Indonesian market: the popularity of other food delivery apps and the fact that Indonesians don’t traditionally view pizza as a main dish. It needed to find ways to convert new customers to loyal patrons, enhance order values and improve customer engagement, all while driving more traffic to its app.
Their Solution
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Holistic WhatsApp marketing
Domino’s Pizza Indonesia decided to shift more of its marketing efforts away from email and push notifications to WhatsApp Business Platform, embracing a three-tier sales and engagement strategy:
- Sell: Send daily message campaigns in WhatsApp to customers that historically ordered in-store, to drive more orders to the Domino’s app.
- Retain: Send personalized messages in WhatsApp to convert new customers to regulars.
- Reward: Encourage repeat purchases with a “scan and win” loyalty program in WhatsApp.
For its sales and retention campaigns, Domino’s leveraged its historical CRM data to segment customers based on purchase frequency and location. Customers that typically purchased in-store were targeted with daily messages in WhatsApp to encourage them to try purchasing in the Domino’s app. Newer customers were sent personalized messages in WhatsApp every two weeks to entice them to purchase more frequently.
“Our results from 2023 clearly demonstrate the profound impact of integrating WhatsApp with our ongoing CRM and CLM efforts to drive better performance for the business. These campaigns led to significant improvements in customer retention, operational efficiency and overall business performance, with notable increases in sales and ROI.”
Mayank Singh
Chief Digital Officer and Vice President, Domino’s Pizza Indonesia
Domino’s loyalty program was driven by QR codes on its pizza boxes. When customers scanned the code, they were directed to WhatsApp to upload their receipt and verify the purchase. Upon verification, they could opt to provide their email address and verify their identity via one-time password (OTP). They were emailed a cash voucher good toward their next purchase in the Domino’s app, and received ongoing notifications, messages and incentives in the app to stay engaged with future promotions.
Their Success
Domino’s Pizza Indonesia first implemented its WhatsApp Business Platform strategy at the beginning of 2023 and managed its campaigns, messages and rewards program consistently throughout the year. At the close of the year, it compared its 2023 performance to 2022 and reported that the addition of WhatsApp helped drive:
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Improved sales and engagement
- 72% increase in sales in 2023 compared to usual approach in 2022, attributed to WhatsApp marketing efforts*
- 6.3X return on investment (ROI) from WhatsApp messages in 2023*
- ~3,000 customers engaged with Domino’s Pizza Indonesia on WhatsApp each week*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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