Domino's UK has had plenty of success from its digital initiatives in the past year, and the company has no plans to rest on its laurels.

According to a story in New Media Age, Domino's will focus more on mobile payments systems and its Twitter presence this year.

Simon Wallis, Domino's Pizza UK's sales and marketing director, said the company is looking to enhance customers' experience through digital channels, and that they could pay directly from their phone bills or through a mobile payment system connected to a credit card account.

Last week, Domino's UK, which also covers units in Ireland, reported that 44 percent of all orders are made through a digital channel, with about 14 percent coming through a wireless device such as a tablet.

The number of mobile visitors to the chain's website in this market accounts for about 20 percent of total traffic. Therefore, approximately 20 percent of the company's budget will go toward mobile.

The company also plans on boosting its social commerce strategy to include more Twitter activity. Earlier this month, Domino's UK forayed into what many call "f-commerce," offering its Facebook fans its new boneless ribs before it was officially launched in stores.

From the story:

"Our social focus has been on Facebook, which is reflected by us having over 400,000 fans, and around 20,000 on Twitter," Wallis said. "But we see a higher response rate from Twitter than from Facebook for our campaigns, so we'll see how we can engage with consumers with the brand via Twitter."

Read more about mobile and social media initiatives.

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