Matt Bullock
12 July 2010
Domino's Pizza has attributed its strong online sales growth to its use of online social media marketing tools, reports the Telegraph.
The international pizza chain has reported £17.5 million in pretax profits in the past six months, a growth of 29 percent. The company attributes a large portion of its growth to promotional deals marketed through the social media application FourSquare, which lets users log in to update their friends on their current location.
Domino's Pizza's campaign encourages FourSquare users to check-in whenever they visited Domino's franchises - 627 of which currently exist in the United Kingdom.
The company reported that sales in its ecommerce unit had grown by 61.4 percent in the 26-week period ending on 27 June. Domino's also reported that online sales account for nearly one-third - 31.7 percent - of all pizza delivery sales in the UK.
In its financial report, Domino's said that social media marketing has the dual benefits of increasing sales and building customer loyalty.
FourSquare, a location-based mobile phone application that lets users "check in" to locations to keep friends updated on their whereabouts, surpassed 2 million users earlier this month - just three months after reaching 1 million users.
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