ITM ASSIGNMENT

DOMINOS 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 Dominos Pizza decided to consolidate their IT efforts into one system, they partnered with Breakaway Restaurant Solutions and came up with Dominos 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.

Dominos 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 Dominos 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, Dominos Pizza started a search process along with NCR Corp to find the Next Generation Store System. This new platform would be used by Dominos Pizza stores around the world. In October 2000, after considering 62 other software vendors, Dominos 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, Dominos 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
Dominos 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 Dominos 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 Dominos 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 carryout. 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 wont be lost or misplaced.

POINT OF SALE

CALLER ID WITH CUSTOMER ADDRESS

Features of SalesLogix System:

The Sales Module gives a birds 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 Outlooks 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, Dominos Pizza selected the Vision product as its Next Generation Store System to be used. Dominos pizza along with Breakaway International initially installed the customized version of the company's VISION product line called Dominos PULSE in about 100 franchised Domino's restaurants as well as in companyrun 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 Dominos PULSE. They then required all their domestic franchisees to install Dominos PULSE by June 2008. Dominos pizzas are in the process of installing Dominos PULSE in the remaining domestic franchise stores. Additionally, they have installed Dominos PULSE in over 1,000 international franchise stores.

IPO Cycle

Graphic Display (User Customer Service Representative)

Software Logic (PULSE POS System)

Database (Back End)

Domino's Store (Managers)

Flowchart for retrieving and entering customer information:

Start

Map Caller ID to customer ID

Yes

Is customer info present?

No

Display Customer Information

Ask for Customer and Order Details Create customer ID

Take order details

Print receipt

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 Dominos 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 Dominos Pizza will send out the email.

Software & Hardware Requirements

POINT OF SALE MODULE The Point of Sale application is located at the store. The OINT MODULE: Customer Service Representative (CSR) takes the order in this syste . It primarily holds system. customer information such as Name, Phone Number, Address and Location (Delivery uch Area/Sector as defined by Dominos) Order No. and Order description. Data transfer is one Dominos), ata transfe 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 This is the database where the information DATABASE: regarding customer is stored and utilized by the customer service representatives and omer managers. EMAIL SYSTEM: A POP3 Email System to send out email.

Client Application utilities Database Email System

Point of Sale module Windows-based system based Data Mining capabilities SalesLogix system

POP3 Email system

Deployment
DEPLOYMENT ARCHITECTURE

The user as in the Customer Service Representative is the person who makes use of the Pointof-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 Dominos Pizza stores making use of the SalesLogix application to retrieve reports, trend analysis, send emails etc.

Post-Deployment Scenario
Dominos 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 Dominos 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.