Domino’s Pizza Enterprises, operating in 12 global markets, faced a significant challenge in enhancing its customer relationship management (CRM). The company needed a solution that could deliver sophisticated marketing results on both national and local levels with minimal effort. 

According to Domino’s global head of CRM, Adrian Westwood, the two main challenges were understanding customers deeply enough to communicate with purpose and value and building automations that could scale efficiently across markets.

Finding the right solution

With its headquarters in Brisbane, Domino’s sought a platform that could manage centralised brand campaigns while also allowing local stores to implement targeted, store-specific activations. The solution needed to empower franchisees with autonomy while ensuring consistency in the overall brand strategy.

To meet these needs, Domino’s chose Taguchi, an Australian-owned digital marketing automation firm. 

Taguchi’s distributed customer engagement platform offered a flexible, customisable system that balanced the requirements of both national franchisors and local franchisees.

Taguchi’s impact on Domino’s marketing

The platform allowed Domino’s national marketing team to retain control over the strategy, branding and broad messaging while enabling local stores to personalise their marketing efforts. Franchisees could adjust offers and content based on their specific stores’ needs, maintaining brand cohesion while responding quickly to local market demands.

According to Taguchi’s CEO Dean Maidment, the platform is designed to automate and manage multiple aspects of a marketing strategy, making it easier for companies like Domino’s to implement sophisticated campaigns efficiently. The platform’s flexibility also allowed Domino’s to test and scale successful concepts across all markets.

Seamless integration and support

The integration process with Taguchi was smooth. Westwood praised the company for its attention to detail, especially when onboarding 11 markets. Taguchi worked closely with Domino’s to ensure seamless integration with existing CRM and e-commerce platforms, future-proofing the business and setting up efficient data flows.

Results and benefits

The partnership between Domino’s and Taguchi led to notable improvements in marketing performance. Tailored customer journeys, powered by Taguchi’s email delivery system and SMS integrations, allowed Domino’s to communicate more personally and meaningfully with customers. Westwood highlighted the importance of this, noting that personalised messaging significantly improved customer engagement and commercial outcomes.

Franchisees also benefited from easy access to campaign analytics via dashboards and reports. This allowed them to maximise their ROI by identifying which promotions performed best and understanding their most profitable customer segments. According to Maidment, this data-driven approach helped Domino’s optimise communication strategies and balance overcommunication with underservicing customers.

Future developments and personalisation

Looking ahead, Domino’s and Taguchi continue to explore ways to refine message personalisation and improve customer interactions. Westwood emphasised the importance of personalised messaging in fostering customer loyalty: “Our testing has shown that speaking to a customer as an individual, by knowing their name, knowing how many pizzas they buy and what occasions they like to buy for, helps us to deliver more meaningful communications.”

Through its partnership with Taguchi, Domino’s has scaled its digital marketing efforts, balancing national and local marketing needs. This collaboration has empowered franchisees, improved customer engagement and kept Domino’s competitive in a fast-evolving digital landscape.

Images: Supplied 

Taguchi: Revolutionising marketing automation