ITM

ASSIGNMENT

DOMINO’S SALES

MANAGEMENT SYSTEM

Rima Chakravarty, F-141, Section B

Abstract

Dominos Pizza India Limited is a Pizza Retail company spread across India

across 85 locations in 22 cities. Their Sales Model is take away and deliveries,

deliveries accounting for about 70% of their business. Hence their main focus in

to acquire, retain and increase the value of their customers.

When Domino’s Pizza decided to consolidate their IT efforts into one system,

they partnered with Breakaway Restaurant Solutions and came up with

Domino’s PULSE™ to increase the efficiency of their Customer Service

Representatives in order to increase sales as well as enhance the quality of data

being used by their SalesLogix system for coming up with better campaigns for

customer acquisition and retention.

Domino’s Pizza

Domino's Pizza India has grown into a countrywide network of more than 300 stores with a

team of over 9,000 people. According to the India Retail Report 2009, they were the largest

Pizza chain in India and the fastest growing multinational fast food chain between 2006-2007

and 2008-2009 in terms of number of stores.

Over the period since 1996, Domino's Pizza India has remained focused on delivering great

tasting Pizzas and sides, superior quality, exceptional customer service and value for money

offerings. Domino's vision is focused on “Exceptional people on a mission to be the best

pizza delivery company in the world!” They are committed to bringing fun, happiness and

convenience to the lives of their consumers by delivering delicious pizzas to their doorstep

and their efforts are aimed at fulfilling this commitment towards a large and ever-growing

customer base.

Their Brand Positioning of Khushiyon ki Home Delivery (Happiness Home delivered) is the

emotional benefit they offer to their consumers. All their efforts, whether it is a new,

innovative and delicious product, offering consumers value for money deals, great service,

country wide presence or delivery in 30 minutes or free are all oriented towards delivering

happiness to the homes of our consumers.

Breakaway Restaurant Solutions

Breakaway Restaurant Solutions specialize in Point of Sale (POS) software for the Pizza,

Delivery, Quickservice and Fast Casual restaurant market segments.

Sage SalesLogix

Sage SalesLogix is one of the leading Customer Relationship Management (CRM)

systems. More than 300,000 users at 8500 companies worldwide use Sage SalesLogix

because it is highly effective CRM software that helps acquire, retain and develop profitable

customer relationships.

Systems Snapshot at Domino’s Pizza

Before implementation

Of its many branches most were running DOS based Point-of-Sale systems. Most stores had

their own database and the data was not consolidated. Another lacking factor was internet

connectivity which was not good enough to connect stores and consolidate their data.

The need for change

In order to consolidate IT efforts on to one system, Domino’s Pizza started a search process

along with NCR Corp to find the Next Generation Store System. This new platform would be

used by Domino’s Pizza stores around the world. In October 2000, after considering 62 other

software vendors, Domino’s Pizza selected the Vision product as its Next Generation Store

System to be used. Solid technical architecture, powerful international features, combined

with extensive operational knowledge of the pizza restaurant industry led to their decision. As

a result, Domino’s PULSE™, is currently running in over 5,000 Domino's Pizza store sites. It

also has the SalesLogix system for analysis of data and trends as well as customer behaviour

over parameters such has time, hours of the day, customer segment, order value, order

frequency etc.

The expectation

Domino’s Pizza was looking for an easy-to-read, intuitive touch-screen display that simplifies

training and helps improve order accuracy, contributing to quicker and better customer

service. Their aim was that if there were current specials in a store and a customer orders one,

the customer service representative can just touch that button and the order is virtually

completed. It was also looking for a system to consolidate and analyse the data that was

stored in the repositories in an easy manner providing reports etc.

Features of Domino’s PULSE™ POS System:

The Point-of-Sale (POS) module is designed to easily offer quick service, fast casual and

delivery-based restaurant concepts the operational features required of a full-featured

system. Some enhanced features of Domino’s PULSE™ over previous point-of-sale system

include:

� Touch screen ordering, which improves accuracy and facilitates more efficient order

taking;

� Improved administrative and reporting capabilities, which enable store managers to

better focus on store operations and customer satisfaction

� Each workstation can be set up to run the specific mode that matches the operational

need for that position within your restaurant.

o The Delivery mode is designed for restaurants that offer delivery and carry-

out. It allows for the complete capture of customer information and manages

delivery fees and delayed orders.

o The Counter Service mode is designed for quick service and fast casual

restaurants. It provides efficient order taking capabilities to enhance the guest

experience by reducing errors and decreasing time to take and order.

� The order taking interface in the POS environment supports Ambidextrous Order

Taking. This feature swaps the left and right portions of the screen based on an

employee defined left hand/right hand option in the Setup module, thereby making it

easier for employees to use the system without covering up portions of the screen with

their hand or arm.

� Option groups make the system easy-to-use. When a menu item is selected by the

Order Taker, the options associated with that item display.

� Graphical icons can be associated with each menu item to create an interesting and

highly intuitive interface.

� Integrated Caller ID speeds the order-taking process with one touch input. Timed

order capability ensures that future orders won’t be lost or misplaced.

POINT OF SALE

CALLER ID WITH CUSTOMER ADDRESS

Features of SalesLogix System:

� The Sales Module gives a bird’s eye view of the customers. It holds the complete

customer information including the transaction history.

� Facility for grouping the customers based on user specified criteria to facilitate

campaigns on the selected groups.

� The Campaign Management module is used for planning, executing and analyzing

campaigns results.

� Provision for detailed analysis of Sales trends and customer behaviour over

parameters such has time, hours of day, customer segment, order value, order

frequency etc.

� Advanced Outlook Integration which can be accessed by users, once it is enabled by the

system administrator, to use Outlook’s more advanced calendar system when sending e-mail,

scheduling activities, and managing contacts.

The Implementation Strategy and

Rollout

In October 2000, after considering 62 other software vendors, Domino’s Pizza

selected the Vision product as its Next Generation Store System to be used.

Domino’s pizza along with Breakaway International initially installed the

customized version of the company's VISION product line called Domino’s

PULSE™ in about 100 franchised Domino's restaurants as well as in company-

run stores. These systems were simultaneously linked to their SalesLogix

systems.

By December 30, 2007, all of their domestic company-owned stores and

approximately 59% of their domestic franchise stores had installed Domino’s

PULSE™. They then required all their domestic franchisees to install Domino’s

PULSE™ by June 2008.

Domino’s pizzas are in the process of installing Domino’s PULSE™ in the

remaining domestic franchise stores. Additionally, they have installed Domino’s

PULSE™ in over 1,000 international franchise stores.

Graphic Display (User -Customer Service

Representative)

Software Logic (PULSE™ POS

System)

Database (Back End)

Domino's Store (Managers)

IPO Cycle

Flowchart for retrieving and entering customer information:

No Yes

Start

Map Caller ID to

customer ID

Is customer

info present?

Display Customer

Information

Take order details

Print receipt

Ask for Customer and

Order Details

Create customer ID

Stop

Data Requirements

INPUT

Customer information in the form of tables containing the following fields –

� Customer ID

� Name

� Phone Number

� Address

� Location (Delivery Area/Sector as defined by Domino’s Pizza)

� Order No

� Order Description

� Order Value

Information from the POS in brought in by Batch Data Import and data such as last order

date, total order value, order frequency, average ticket value etc are calculated after batch

update is done

This is used to classify the customer based on customer inactivity, order value etc to run

campaigns to get further business from the customer.

OUTPUT

Reports on –

� Actual sales

� Incremental sales over baseline period

� Average ticket value

� Total cost of activity

� Gross contribution

� Net profit /loss from campaign

The following Business Measures are available to the managers to analyze data –

� Sale Value

� No. of Side items

� No. of Orders

� Average Ticket Value

� Food Cost

For the above, the parameters used are –

� Time

� Customer Category

� Geography

� Product

� Customer Segment

� Campaign redemption

Also the system generates a list of customers on whom the campaign is to be run. This is

generated either by running a query on the database (complex queries) or by using the data

mining capabilities of the software. The data mining software assigns a score to each

customer, the score indicating the probability of the customer responding to the campaign.

This is done using Response Models built using results of previous campaigns.

Once the campaign period, objective, target segment, offers and communication channel have

been decided, the same can be entered into the system to create a campaign. A campaign can

consist of different offers. Each offer can be run using a different communication channel, i.e.

direct mail, email, and telephone call.

Templates for email offers are created and stored in SalesLogix as Word documents. These

templates are used for sending personalized emails to the customers. Mail merge will be done

and the SalesLogix integrated with the email system at Domino’s Pizza will send out the

email.

Client

Application utilities

Database

Email System

Software & Hardware Requirements

POINT OF SALE MODULE

Customer Service Representative (CSR) takes the order in this syste

customer information such as Name, Phone Number,

Area/Sector as defined by Dominos)

way i.e. from POS to SalesLogix system.

SALESLOGIX SYSTEM: This system is generally used to generate reports etc based on

trend analysis, classification and other data mining techniques.

MICROSOFT SQL SERVER DATABASE

regarding customer is stored and utilized by

managers.

EMAIL SYSTEM: A POP3 Email System to send out email.

• Point of Sale module

• Windows-based system

• Data Mining capabilities

• SalesLogix system

• POP3 Email system

Software & Hardware Requirements

OINT OF SALE MODULE: The Point of Sale application is located at the store. The

Representative (CSR) takes the order in this system. It primarily holds

uch as Name, Phone Number, Address and Location (Delivery

defined by Dominos), Order No. and Order description. Data transfe

way i.e. from POS to SalesLogix system.

This system is generally used to generate reports etc based on

trend analysis, classification and other data mining techniques.

MICROSOFT SQL SERVER DATABASE: This is the database where the information

regarding customer is stored and utilized by the customer service representatives and

A POP3 Email System to send out email.

Point of Sale module

based system

Data Mining capabilities

Software & Hardware Requirements

The Point of Sale application is located at the store. The

. It primarily holds

Address and Location (Delivery

ata transfer is one

This system is generally used to generate reports etc based on

This is the database where the information

omer service representatives and

Deployment

DEPLOYMENT ARCHITECTURE

The user as in the Customer Service Representative is the person who makes use of the Point-

of-Sale Module to cater to customers. On receiving a call at the store the caller id application

retrieves the customer information from the database and stores the order accordingly. This

entails an internet connection to the database and application server. At the front end we have

the managers at the Domino’s Pizza stores making use of the SalesLogix application to

retrieve reports, trend analysis, send emails etc.

Post-Deployment Scenario

Domino’s Pizza has made it easier for its Customer Service Representatives to

handle multiple orders and options. Not only that but by making use of the

SalesLogix system it has also ensured that the data stored from the Point-of-Sale

system can be used productively by the managers. As a result sales have gone

up thus contributing to an increase in revenue of the company. It was clearly

mentioned by the CEO of Domino’s Pizza, India, Ajay Kaul that the sales

module has been an integral part of this success.

The sales module gave Dominos a 360° View of their customers. Information

such as the frequency of order or break up of sales over the various dimensions

was not possible in the past. Ability to plan future campaigns based on results or

customer behaviour of previous campaigns is now possible.