Domino's Joins Dots with Behavioural Economics

In the UK, take-away brand Domino's Pizza is the first to use Arena Media's newly launched 'Architect' tool, which uses the principles of behavioural economics to identify the social, cognitive and emotional factors behind individual purchasing decisions.

According to reports, Domino's is using the approach in an overhaul of its consumer marketing strategy, in order to establish which advertising incentives it should offer its customers. For instance, discount codes or 2-for-1 offers could be replaced by credits to spend in the future, in order to drive customer purchasing intent and brand loyalty.

The pizza chain says that using its data to direct consumer planning makes resulting insights 'more relevant than ever'.

Simon Wallis, Sales & Marketing Director of Domino's Pizza, explains: 'Architect and the new planning process have helped us focus our minds. Not only are the behavioural economic principles fascinating in themselves, but the strength of the insights we are uncovering, across all audiences is really promising.'

Architect has been designed by Justin Gibbons, Head of Arena's new Behavioural Economics unit, and the solution has been accredited by Sussex University.

Web sites: www.dominos.co.uk and www.arena-media.co.uk .