Identifying target segments for growth and value

Domino’s was reaching maturity within its already mature category and facing threats from online aggregators and evolving market dynamics, post-Covid. 

So, it wanted to segment the occasions in the market to identify where to target for growth and understand how to deliver great value vs. aggregators and the evolving market needs. 

Boxclever engaged the business, aligned on criteria for success and used this as a brief against which to create the segmentation. 

We did 60 online ethnographies and then nearly 7,000 online survey interviews, including customer sample. 

After iterative creation and alignment, we are now activating the occasions segmentation.

Detailed commercial analysis has enabled our client to identify its target segments for growth, as well as where it needs to protect its existing strength. 

With targets identified, the segmentation is now informing marketing planning well beyond the project's completion. Additional research is now being explored, to help inform new creative ideas.

The hybrid segmentation approach has enabled it to be easily mapped onto other data assets and so track success and gain further insight.