In the dynamic realm of food delivery services, Domino's Pizza has cemented its presence by harnessing its Direct-to-Consumer (D2C) website alongside third-party platforms like Swiggy and Zomato. Analysing sales data from April to June 2023, Vumonic Datalabs unveiled a compelling narrative showcasing Domino's superior performance on its own website compared to Swiggy and Zomato combined.
During this period, Domino's experienced a remarkable surge in D2C sales, outperforming sales via Swiggy and Zomato by a staggering 2.5 times. This surge underscores the brand's robust online presence and its effective strategy in steering customers towards their proprietary platform.
A pivotal factor influencing consumer behaviour is the discounting strategy employed across these platforms. Domino's, on its website, offered an average discount of approximately 60 INR, enticing customers to make purchases directly.
Domino's Direct-to-Consumer (D2C) platform showcased an impressive AOV of approximately 530 INR. This AOV was complemented by an average of three orders per user on the website each month, underscoring the platform's efficacy in encouraging frequent purchases and higher spending per transaction.
The compelling performance of Domino's on its D2C website underscores the significance of a direct sales channel in a brand's overarching strategy. By seizing control of the customer experience and fostering brand loyalty through exclusive offerings and streamlined services, Domino's has significantly impacted sales.
Looking ahead, Domino's could further leverage its successful D2C model to fortify its online presence while effectively collaborating with third-party platforms. Balancing discount strategies and optimising the channel mix will be pivotal in maximising sales and sustaining a competitive advantage in the market.
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