Kitcatt Nohr has picked up a big slice of Domino’s Pizza business after scooping its CRM account in a competitive pitch, just days after the takeaway giant revealed online orders are going through the roof.
The agency has been briefed to to strengthen the chain’s customer relationships through a review of existing activity. It will then develop recommendations to reinvigorate the strategy and customer communications framework.
As part of the process, Kitcatt Nohr will develop what it describes as an ‘appropriately on’ CRM strategy, scotching the idea that people want to engage with brands that are ‘always on’.
The agency reckons people want appropriate, relevant and authentic relationships with the brands they buy from, not to be constantly bombarded.
Domino’s Pizza UK head of digital Nick Dutch said: “We have big ambitions to develop best-in-class customer relationship management and we’re very excited about working with Kitcatt Nohr.”
The move follows the publication of what the firm described as a set of “excellent results”, driven primarily by the growth in its digital business. The firm said that ecommerce sales now account for 77.7% of all UK deliveries and 48.6% of online sales are made using its dedicated mobile app.
Meanwhile online orders in the UK rose by nearly 29% during 2015 and app-based orders shot up by more than 41%, with 11.5 million people now having the app. The chain also opened a record 61 new stores in the UK in 2015, taking its total number of outlets to 869 by the end of the year.
Domino’s chief executive David Wild said: “We have seen a massive increase in our online orders and what we have learnt is that customers like to find it easy to get hold of a pizza and that’s the most important trend.”
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