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Domino's selects Air2Web for mobile promotions
March 4, 2009
ANN ARBOR, Mich. -- Domino's Pizza has selected mobile messaging provider Air2Web Inc. 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 or Spanish by visiting the Domino's Web site.
Last year, Domino's more than tripled its number of opted-in consumers and continues to invest significantly in growing its mobile consumer base. The company plans to further expand its mobile coupon campaign efforts in 2009 and will continue to enhance the consumer ordering experience at its mobile Web site by adding ordering features, additional coupons, new products and an improved user interface.
A new report from Jupiter Research found 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.
Air2Web developed a customized promotional program for Domino's through its DirectTEXT/Info Center platform.
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