Iris > 实例探究 > 多米诺的伟大：品牌主张如何改变英国披萨市场

Domino's 'Greatness' Strategy: A Case Study in IoT Integration

适用功能

挑战

达美乐面临着品牌差异化下降、竞争加剧以及顾客日益混杂的问题。

关于客户

客户是英国披萨品牌Domino's。

解决方案

解决方案是创造一个充满激情的目标：“通过创造更多感觉良好的时刻，让世界摆脱平庸的膳食”，并发展“伟大”的品牌主张。这一主张在各种渠道中得到激活，并创建了新的体验主张来吸引不同的客户群体。

运营影响

The 'Greatness' strategy has successfully embedded the Domino's brand into the lives of millennials, helping the company to differentiate itself in a competitive market. The strategy has also helped Domino's to create a more engaging customer experience, with new propositions such as in-app ordering and the 'Pizza Legends' feature adding value beyond the order-doorbell-eat process. Domino's has also been able to optimise its content, sales funnel and ROI through the use of a holistic data visualisation product called 'Instant View', which monitors all of Domino's digital channels and analyses performance in real-time. This has enabled the company to continually optimise its operations based on customer behaviour data.

数量效益

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