Domino's UK says 13% of digital sales come from tablet or smartphone

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Posted 09 February 2012 11:42am by Vikki Chowney with 0 comments

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Domino's Pizza UK & Ireland has revealed that 13% of its digital sales come through a tablet or smartphone.

These stats were released today as the company also launched a Windows 7 version of its mobile app – the seventh channel that's now available for mobile sales.

Mobile has proved to be a hugely successful avenue for Domino's; the company's iPhone app alone has generated over £10m in sales in the past year and now accounts for 4.1% of all online orders.

Domino's head of commercial systems Paul Francis, says that the brand lends itself brilliantly to mobile retail.

13% of all digital sales come though a tablet or smartphone so we know that for many customers, mobile is the preferred way of ordering. We have ambitious plans for 2012 and I am delighted that we can offer this new app for the Windows Phone 7 platform.  We look forward to hearing what our customers think."

Whereas Domino's multimedia manager Nick Dutch highlighted that this new app release, built by Vexed Digital, is a response to developing consumer trends and staying "ahead of the game".

With WP7 we see a great opportunity to get into the hands of loyal Nokia fans, who will be upgrading as WP7 launches."

Back in September we reviewed Domino's iPad app, which to this day provides a significant advantage for the company over its main rival, Pizza Hut - which has not done anything with mobile at all (in the UK at least).

Like the iPhone version, the iPad app (developed by Somo) is well designed and intuitive to use, and the larger screen allows it to use high resolution images of its pizzas. 

The brand also released a second app in the app in the US in November. Named Pizza Hero, it's a game format that times how long it takes for you to virtually top a pizza, with points awarded for performance.

Once you've passed levels one through five, affectionately nicknamed Pizza School, other players will get a chance to rate your performance. Players can then, of course, order a real delivery through the app.

Domino's also announced today that it was reviewing its digital and direct marketing account. A large proportion of Domino's marketing budget is spent on digital advertising, with nearly half of its pizza sales now made online.