How Domino’s reinvented in-app marketing with Storyly in conversion, experience and creativity

Challenges

Anywhere in the world when people think about pizza, Domino’s comes to mind as one of the global love brands. It’s one of the most popular and preferred pizza delivery chains with a global footprint. Once the order & store pick up business started seeing a significant uptick due to the pandemic, the pizza giant decided to take a closer look at its user experience on the Domino’s mobile app. Suddenly providing users a fast, easy and seamless order experience on the app became critical. With fierce competition in food delivery, Domino’s aimed to increase the adoption of the Domino’s app where users can not only make an order but also benefit from many different features that Domino’s presents to its users, such as store pick up, contactless delivery and their wallet.  

With numerous monthly campaigns and promotions, Domino’s invests heavily on attracting new customers to its app constantly. While growing the user base, the company also set a goal to retain those hardly acquired users in the long-term and turn them into loyalists – eliminating the looming threat of losing users to other food & delivery apps. The team wanted to create an experience within the app that would activate the users, give them the ability to seamlessly and interactively communicate promotions and campaigns as an in-app marketing activity and ultimately increase conversions by creating loyalty. That’s where Storyly came in as the perfectly fitting solution that checked all the boxes.

Solutions

#1 In-app stories bring incremental revenue by streamlining ordering process

Domino’s implemented Storyly before launching one of its biggest campaigns and announced it with stories. It used interactive polls to engage users and asked for their preferences about what the promo campaign offers. In the next story users were directed to the campaign detail page where they can order their choices.. Storyly streamlined the purchase funnel in two simple steps: First, it delivered an engaging story experience where Domino’s communicated its campaign with a video story and captured the users’ attention. Then, CTAs directed users to participate in the campaign and place an order: An easy and seamless flow, without any interruption or added step in between. 

#2 Effortless feature adoption through in-app stories

For a food & delivery app where the users’ main motivation is to find what s/he is looking for and make the order as quick and easy as possible, introducing new features without disrupting this journey is a challenge. Yet, on the other side, Domino’s product team continuously develops new features to benefit its loyal users and increase the engagement in the app. As a pioneer in m-commerce food delivery, Domino’s launched its wallet feature where users can add money and get special discounts when they pay through their wallet. The Domino’s product team announced the wallet feature with stories to show how it works and its benefits. Storyly provided a full-screen canvas enabling users to adopt the feature better than a simple pop-up. With Storyly offering a step-by-step explanation and a swipe up to the feature, the wallet was easy to understand and use. 

#3 In-app marketing triggers action without interruption

Before Storyly, Domino’s relied on other 3rd party tools for engagement, such as in-app pop ups or messages. Those solutions came with several pitfalls. First, in-app pop ups disturb the user experience and the potential purchase flow of the user. Second, they offered no flexibility or physical space for creativity. Domino’s, as all brands, need to build a narrative with rich visual assets to trigger action. Third, with in-app pop ups the Domino’s could deliver only one message at a time. 

Storyly solved all three problems for Domino’s. In-app stories can communicate multiple messages that increase app engagement and conversion with a social native experience without interrupting the user experience and guiding them to desired actions through simple and familiar CTA elements. 

The Results

Storyly was a game changer from day one! ROI was clear for Domino’s from the first week. Starting from the moment the “App-Only Campaign” was announced with Storyly, Domino’s saw a huge increase in conversions. Users were not only highly engaged with the story but further visited the campaign detail page at a staggering 37% CTR. Overall, Domino’s observed a 64% higher conversion rate by communicating the campaigns through in-app stories powered by Storyly compared to banners.

From then on, Domino’s integrated Storyly with every campaign announcement and product launch. Promotions shared on stories drive greater event activities, greater campaign participation and ultimately conversions to purchase.

Before integrating Storyly, the wallet feature on Domino’s app was close to idle in usage and traction. With in-app stories amplifying the feature and driving adoption, the use of the wallet feature was increased by 20%. This was a clear win for Domino’s app in feature adoption.

With every new tech, another struggle is finding a developer-friendly tool. Domino’s team was glad to integrate Storyly into the app through a quick seamless operation.

Next on Domino’s agenda is utilizing Storyly to benefit customer loyalty through personalization & recommendation. So, stay tuned for what’s to come!

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