Delivering Customer Delight: Pilot Loyalty Program with Massive Rocket and Braze.
PLATFORMS
Challenge
Build a pilot loyalty programme within Braze to understand the incremental value loyalty can bring to Domino’s Pizza UK in the future.
Strategy
Our strategy involved creating data-driven campaigns across multiple channels, including email, push notifications, in-app messages, and content cards, by mapping the customer journey to deliver tailored messages that create a seamless and truly engaging experience.
Results
Significant improvements in customer engagement and programme metrics across purchase frequency, same-day order rate and sign-up rates.
5.6%
Purchase Frequency Increase
23%
Same-day Order Increase
20%
Sign-up Rate Increase
Introduction

Loyalty Program Revolution

Domino’s Pizza UK, a leading pizza delivery brand, aimed to boost customer engagement by launching a pilot loyalty program within Braze. Supported by Massive Rocket, the program enhanced the loyalty experience, increased engagement, and measured the business value of loyalty. This pilot set the stage for scaling future efforts based on data insights across Domino’s Pizza UK and its franchisees.

Solution

Boosting Customer Loyalty with Personalisation

Domino’s Pizza UK aimed to fully build its pilot loyalty program within Braze, marking a significant CRM achievement. This pilot laid the groundwork for scaling future efforts based on data insights across Domino’s Pizza UK, their franchisee’s and customer satisfaction.

  • Reward frequent purchases
  • Strengthen loyalty with exclusive benefits

Building a Smarter Loyalty Program

We worked with Domino’s Pizza UK to launch a pilot loyalty program integrated into Braze, using data-driven campaigns across multiple channels (email, push, in-app, content cards). The customer journey was mapped to deliver personalised, engaging messages in real time.

Our Strategy Involved:

  • Creating data-driven campaigns across multiple channels, including email, push notifications, in-app messages, and content cards.
  • Mapping the customer journey to deliver tailored messages that create a seamless and truly engaging experience.

Challenges & Solutions: Optimising the Pilot

Domino’s Pizza UK faced challenges with stamps tied to order value, managing refunds, small orders, and misuse. Massive Rocket addressed these with:

  • A custom opt-in system
  • Refund adjustments to prevent misuse
  • Accurate tracking of small orders for loyalty points.

Working with Massive Rocket on our loyalty pilot programme was a game-changer. Despite our constraints in time, budget, and resources, their team seamlessly integrated with ours, making it feel less like a client-agency relationship and more like a unified team with a shared goal. Their agility in brainstorming solutions to unexpected hurdles and their brilliant communication throughout the process were invaluable.

Together, we've created a pilot that not only works for our customers but also provides us with the insights we need to learn and grow as a business. While it's still early days, this prototype has laid a solid foundation for our future loyalty initiatives. Massive Rocket's expertise and collaborative approach have been instrumental in turning our vision into a tangible, effective programme in such a limited timeframe.

Louise Daniel
Head of CRM, Domino’s Pizza UK
Results

Pilot Success: Key Achievements

The fully integrated Braze-powered loyalty program exceeded expectations. 

In just 3 months, the Braze-powered loyalty program delivered impressive results:

  • 5.6% Increase in Customer Frequency: Boosting revenue and demonstrating short-term sales impact.
  • Enhanced Customer Satisfaction: Tailored interactions led to improved satisfaction.
  • Increased Engagement: Real-time features encouraged frequent participation.
  • Seamless Integration: Fully optimised for real-time updates and smooth functionality, allowing quick adjustments to improve the user experience.
Kanchan Lad Braze Torchie Awards
Massive Rocket Papa Johns results

Impact on Loyalty Metrics

  • Stronger Customer Connections: Personalisation strengthened customer loyalty.
  • Uplift in Order Rate: A 7 percentage points uplift in the same-day order rate for new sign-ups compared to standard CRM communications, marking a 23% increase.
  • Higher Sign-up Rates: The programme achieved a 20% sign-up rate within three months solely through owned channel marketing. This impact was further enhanced by optimised journey prompts, driving an 80% uplift in post-product projections.
  • Increased Frequency: Observed a 5.6% increase in customer purchase frequency after 3 months of activity.

A Strategic Partnership to Enhance Customer Engagement

By leveraging the combined power of Braze and Massive Rocket’s expertise, the partnership is building a powerful customer engagement engine for Domino’s Pizza UK, enhancing their CRM strategy, boosting consumer engagement and brand loyalty.

  • Amplified Customer Engagement
  • Increased Purchase Frequency
  • Maximising Marketing Potential
  • Future-proofed Loyalty Strategy
  • Optimised and Cost-effective CRM Execution
Massive Rocket Papa Johns team
Massive Rocket team
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