Air2Web inks mobile coupon deal with Domino's Pizza

Mobile messaging solutions provider Air2Web announced an agreement with Domino's Pizza to serve as the delivery chain's exclusive mobile coupon campaign management services provider. Domino's current mobile coupon effort, powered by Air2Web's DirectTEXT/Info Center platform, sends SMS-based discount codes to consumers who opt in for the service. Customers can use the coupons online when they order food from either the traditional Domino's website or the mobile.dominos.com site. Domino's reports that in the last year the number of opt-in consumers more than tripled, and in the months ahead the pizza chain plans to further expand its mobile coupon efforts via new ordering features, additional discounts, new products and an improved user interface.

The Air2Web/Domino's announcement cites a recent report issued by Jupiter Research that finds 30 percent of consumers would like to receive mobile coupons. Redemption rates for mobile coupons range from 5 percent to 15 percent; by comparison, typical print coupons offer redemption rates of 1 percent or less, with the opt-in component of the mobile discount business model cited as the primary reason behind the redemption growth. In addition, Domino's notes that according to the Food Marketing Institute, paper coupon usage has declined 40 percent in the last few years, which the FMI blames on a lack of immediacy and the manual effort of clipping.

For more on the Air2Web/Domino's deal:
- read this release

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