Domino’s to boost marketing as online sales grow

Domino’s Pizza is planning to launch a series of “innovative marketing” initiatives in the coming months as it looks to maintain momentum after reporting a 7.9 per cent increase in quarterly sales.

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Domino’s Pizza’s third quarter sales were driven by an increase in e-commerce sales, particularly from mobile devices.

Sales increased to £136.4m for the three months to 23 September. Like-for-like sales in the UK and Ireland, which strips out the performance of new stores, were up 3.7 per cent.

The gains were driven by an increase in e-commerce sales, particularly from mobile devices. The company said e-commerce sales had accounted for 58 per cent of all its UK deliveries, while total online sales in the quarter rose by 39.3 per cent to 62.8m. Purchases from mobile phones accounted for nearly a fifth of online sales.

The company said it would continue to set itself “ambitious targets” that would be supported by product innovation and marketing initiatives over the Christmas period.

Lance Batchelor, chief executive of Domino’s Pizza, says: “We approach the fourth quarter, traditionally our strongest trading period, with continued optimism and determination. We have exciting marketing initiatives in place across our markets and we are confident of meeting City consensus earnings for the full year.”

The company has been experimenting with social commerce in recent months as it looks to monetise its advocates. In February it announced plans to boost its Twitter activity as a way of driving online bookings and in the same month launched a new product on its Facebook page.

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