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Domino’s strong sales performance shows benefits of m-commerce

Pizza takeaway and delivery franchise chain Domino’s has revealed impressive first quarter UK sales figures that have been boosted significantly by the company’s investment in mobile commerce (m-commerce) initiatives.

The company says that over this period, m-commerce accounted for one in six of all its orders, contributing to total online sales of £59.3 million – a rise of £18 million compared with the same period in 2011.

Domino’s says that a particular highlight during this quarter was securing its first ever tally of £1 million worth of mobile orders in just one week.

All in all, total sales for the company for the first quarter stood at £144.2 million, a rise of 9% on 2011’s first quarter figure of £132.3 million. 50.6% of these sales were, it says, secured via e-commerce orders.

Domino’s is recognised within the industry as being somewhat at the forefront in embracing new customer-focussed technologies such as m-commerce.

Only in February, the organisation announced the launch of a new app enabling Windows Phone users to place orders, bringing the total number of its mobile ordering platforms to seven.

Domino’s has also reaped particular benefits from the introduction of its iPhone customer ordering app, providing the company with sales in excess of £10 million in 2011.

In addition, the company’s record-breaking achievement last year in securing more than £1 million worth of online orders in a single day, was also helped by its m-commerce investments, with orders via mobile handsets and other devices accounting for 13% of that day’s sales revenue.

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