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![]() In short, they say that the idea was to create an “e-commerce company that happens to sell pizza.” To accomplish this, Domino’s entire corporate structure was altered - beginning from the top down - to focus on digital sales and advertising. It was transformed from a fast food business into a company imbued with programming hires, digital marketers, and other tech personnel. Domino’s began a thorough overhaul of the company’s entire ethos, transforming it.The company encouraged customers to share their opinions on social media, the floodgates opened, and the most popular opinions and suggested solutions got rewarded in the form of money. ![]() While Domino’s was taking massive steps towards improving their product quality, they also recognised the need for rock solid digital strategy to improve customer engagement and overall brand image that had been tainted.They launched a new and improved pizza, changed the crust, sauce, toppings, and cheese considering the likes of the customers. They accepted the withering criticism and promised to work days and nights to get better. The good name that Domino’s had in the industry was further tarnished by tweets. Customers complained that the product was “cheap.” The crust tasted like “cardboard,” and the recipe was unoriginal. Their stock price hit an all-time low in 2008, going for around $3.00 a share. Domino’s was having an image and a sales problem in the mid 2000’s.What have they done, you must wonder! I'm just going to share some points so that your perspective changes, like mine has. It is an example of a company in a traditional sector that has undertaken significant technology-driven transformation. However, Domino’s Pizza has re-invented its brand image and user commitment through unique digital strategies. Digital transformation is everywhere! When we think about a company that has transformed digitally, what are some of the obvious answers coming to our mind? Amazon, Google and Facebook, right? Of course, these companies have all changed the digital landscape in some way but who is the black horse? When we think about best web experiences, we probably never think of pizza companies first. ![]()
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