Data is the key to everything when driving personalisation: Domino's CRM lead

When it comes to driving personalisation projects at scale, customer data is the key to everything, according to Adrian Westwood, head of CRM APAC at Domino’s Pizza.

During the Twilio Signal conference in Singapore, Westwood told attendees how the fast food giant is driving engagement and personalisation by using quality customer data.

He said when organisations are building their data sets, they need to have key, explicit capture points for their data.

“With that we can use to build out our implicit data sets, where we start to learn more about our customers and getting to target them a lot more precision with our personalisation,” he said.

With that, Westwood said they need a platform and deliverability to get those messages out at scale.

“Because we operate in the quick service retail market, where timing is everything. We need to hit that lunchtime window, that dinner window and there's only a few hours to do that and get it right, we need partners that are going to give us the confidence that we can do that at that time,” he explained.  

“In Australia, a couple of months ago, we sent 26 million SMS in an Australian market which was huge. We do that because we know we’re getting the ROI because the deliverability has helped us to do so.”

Westwood explained the fast food chain has been experimenting with MMS to drive better engagement.

“What we're finding is something like MMS is able to deliver five times the types of engagement that we can get from a normal SMS and even more so from an EDM,” he said.

However, the challenge Domino’s is facing with this is the ROI on using MMS for engagement.

“We know MMS is a more expensive medium, but when you think about your data sets and groups like reactivations of customers, there are some things we're trying to figure out,” he said.

“When and where does it make sense, if we look at investing in MMS as a particular channel for a high value group of customers. If you look at the ROI and not of that campaign, but maybe 30 days, 60 days, 90 days, does that drive a lot more value out of our customer by reactivating.”

Westwood said there are different channels leaders can take a look at but ensure they don’t compare them equally.

“You have to think about what the customer wants to receive and what are they going to be engaged in most likely with,” he ended.

Athina Mallis travelled to the Twilio Signal conference in Singapore as a guest of Twilio.