This month we’re doing a series on Differentiation through the Marketing Mix. Mix 6 – How can you differentiate your organisation through Process?
What is the marketing mix?
Before that, a recap: The Marketing Mix consists of 7 elements Product, Price, Place, Promotion, Physical Evidence, Process, People. All these elements provide customer touch points that deliver a customer experience. They are all powerful ways to differentiate and position your organisation from the competition. Whichever way you decide to differentiate, it is critical that all the other marketing mix elements exude the same customer experience (CX)/positioning.
Differentiating on process or customer service should form a key element of an organisational strategy and is a proven differentiator if you look at Domino’s Pizza.
How effective processes can drive sales
Who would have thought that ordering a pizza could be a life-changing event?
The Domino’s app optimises the customer experience making it easier, better, faster to order your pizza. Users can customize the crust and size of their pizza, cheese and sauce and toppings… Then comes the magic – the spinning tracking wheel. You can track your pizza being prepared, cooked and delivered …even naming who your pizza chef and driver are. A personalised and gamified experience.
The first app was launched in 2012 and it takes time to build awareness and usage of an app… but by 2015 sales were up 19 per cent, compared to the same period in 2014, thanks to one simple change to the process in which they did business.
The company grew its online ordering business – through its website and app. By 2015 three-quarters of Domino pizza orders were made online and half of those orders came through the company’s app.
Domino’s technology puts it far ahead of rivals. Last month, it had a total of 2million mobile app downloads making Dominos the global pizza giant. Domino’s increased sales over the third quarter of 2020 by 17.5% in U.S. sales and 6.2% in international sales. Lockdown played a part in this increase, however its Dominoes digital ordering platform that really enabled home ordering.
Domino’s focused not on their product, but on the process part of the marketing mix that differentiated it from competitors.
Each part of your marketing mix tells a story, and you need to ensure that story is consistent in every part of the mix.
Your organisation could be sitting on untapped value to increase that customer experience in other parts of your channels which could be identified in a strategic exploration.
Let’s chat
If you’d like to discuss how a CX transformation review works, drop me a message or book a complimentary no-obligation meeting and find out how I can help your business.o-obligation meeting with me by clicking here.
