Air2Web Delivers Domino's TXT Mobile Coupons

By Contributor Wireless and Mobile News on March 6, 2009 12:06 PM

Air2Web is now Domino's Pizza sole mobile services provider for Domino's new mobile coupon campaign management platform, which will serve its franchises across the country.

Domino's sends coupon codes to opted-in consumers via text message. Customers can use the coupons when they place orders online in English and Spanish by visiting www.dominos.com or from a web-enabled cell phone by visiting mobile.dominos.com.

Last year Domino's more than tripled their number of opted-in consumers, and continues to invest significantly in growing their mobile consumer base. In 2009 they plan to further expand their mobile coupon campaign efforts and will continue to enhance the consumer ordering experience at mobile.dominos.com by adding new ordering features, additional coupons, new products and an improved user interface.

"Mobile coupons provide Domino's Pizza with the ability to target prospective consumers who are most likely to respond to an offer," said Curtis Rapp, vice president of sales and marketing for Air2Web. "Mobile coupon campaigns have been shown to drive retail traffic and
increase sales."

A Jupiter Research states that 30 percent of consumers would like to receive mobile coupons. Redemption rates for mobile coupons range from 5 percent to 15 percent, which is much higher than typical print coupon rates of 1 percent or less. Consumers must opt-in in order to participate in mobile coupon programs, accounting for higher redemption rates.

Paper coupon usage has declined 40 percent in the last few years due to lack of immediacy and the manual effort of clipping, according to the Food Marketing Institute.

Real-time offers, geographic targeting, personalization, time-of-day redemption tracking, and a lower cost of delivery make mobile a more compelling solution than traditional paper coupons.

"We're extremely satisfied with the results we are seeing with our text campaigns, as well as the overall growth of our mobile-ordering customer base," said Rob Weisberg, vice president of multimedia marketing for Domino's Pizza. "We will continue to invest in systems and technologies that will allow us to build and maintain relationships with this highly valuable segment of our customers."

Air2Web developed a customized promotional program for Domino's through their DirectTEXT/Info Center platform. The specific promotions developed for Domino's are direct response in nature, providing transactional integrity, predictable, reliable throughput and comprehensive reporting.