Dominó is a Chilean company with over 60 years in the market, dedicated to gastronomy. They are the top-of-mind brand for any Chilean when it comes to Completos, their famous hot dogs with toppings. In 2018, they launched Club Dominó, an app that allows users to accumulate points and receive exclusive benefits for their #DominoLovers.
While this company has been a trend since 1952, this year they began working with Product Minds to review best practices, enhance customer journey touchpoints, and strengthen their strategy to reach more Chileans in a personalized way.
Work Methodology
The project was divided into three main stages, following the agency’s methodology. First, a Discovery phase was conducted to understand the client’s current situation, projections, and to audit the use of Braze.
Next, a strategy was presented that covered different stages of the Customer Journey, OneShot Campaigns, and an evaluation of the templates, tone, and channels used.
Finally, in the execution phase, over 16 Canvas were launched in 6 sprints covering 6 different stages of the Customer Journey, optimizing 9 tool uses within Braze, and providing 3 live trainings.
Successful Campaigns: Menu Viewers
In collaboration with the Product Lead of the App, the creative agency team, and members of Dominó, they explored why some customers might download the app but never create an account. This led to the identification of a group of users who only used the app to view the menu and then made their purchases in-store.
To address this, a campaign was created that triggers when an unregistered user browses a subcategory of the menu. When this happens, an In-App Message Modal appears, inviting the user to register to enjoy exclusive benefits on their purchases. The results were a success:
- 40% of new users made a purchase within 3 days of receiving the canvas
- 23.51% Conversion Rate (Account Completed)
Successful Campaigns: Average Ticket
Until then, Dominó did not have a recommendation system, so creativity was needed to suggest items based on user preferences. Through Liquid Conditionals, a system was created where if a user added an item, a recommendation was made for another item based on the product’s subcategory. This allowed personalized suggestions without the need for a complex system.
Users who received the campaign saw a 20% increase in their average ticket, a success. Additionally, campaigns and canvases like abandoned cart and loyalty program for points were better personalized. This resulted in improved metrics for Push Open Rate, InApp Click Through Rate, Email Open Rate, as well as higher sales compared to the previous year, increased purchase frequency, and more purchases from users who downloaded the app.
- +58% conversion to purchase
- +20% Average Ticket (for users who received the campaign)
