![]() Establishes valuable customer behaviorĮven though we already alluded to this, it’s important to reiterate how incredibly important customer behavior is to the success of not just the Points for Pies promo but Domino’s ongoing brand community as well. Leveraging their rewards program this way sets them up to build a more sustainable brand community with more members joining and engaging in valuable member behavior. In order to take advantage of all the value Domino’s has promised, customers need to intentionally transform themselves from “customers” to “members” by creating a Piece of the Pie Rewards account in order to immediately get engaged in their community.īoth of these actions are the key to Domino’s ongoing success. However, Domino’s takes it one step further by seamlessly integrating their existing Piece of the Pie rewards into every new customer’s Points for Pies experience. Knowing that they could miss out on value that isn’t always available pushes Domino’s customers to do whatever it takes to take advantage of it before it’s too late.įor other brands like Chipotle, the only action required was to make a purchase and collect a punch card. By making the promotion only available for a limited time (12 weeks, to be exact) it gets injected with a sense of scarcity that makes it infinitely more valuable to customers who might be thinking about participating. That’s why the limited time nature of Points for Pies is so smart. Scarcity is the powerful force behind Domino's Points for Pies success. Commonly referred to as “FOMO,” nobody wants to miss an opportunity to experience something awesome, especially if that involves saving money. ![]() ![]() There are few things more motivating than the fear of missing out. Scarcity creates excitement customers want to be a part of Having played second fiddle to Pizza Hut’s Hut Rewards in the past, Domino’s has quickly turned into one of our favorite (and most delicious) examples of how to effectively re-engage your rewards program members. Points for Pies allows Domino's customers to earn rewards for eating any kind of pizza - even a competitors'.īesides being a genius example of “hackvertising” at work, the Points for Pies promotion is also the best thing Domino’s could have done for their pre-existing Piece of the Pie Rewards program. This means Domino’s customers can even earn points for eating with competitors like Pizza Hut, who are the official pizza sponsor of the NFL. The new Points for Pies promo gives customers the chance to earn points for every pizza they eat between February and Apregardless of where it comes from. On February 2, Domino’s Pizza delighted pizza lovers everywhere by launching a new loyalty program promotion just in time for the Super Bowl.
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