1. © JICMAIL

2. North West and West Midlands
Creative provided by Ebiquity
Case study: Domino’s
1 PERSON
HOUSEHOLD
Male
45-54
North West and West Midlands
Urban
Domino's Pizza
Restaurant or takeaway
Door drop
Information about products/services Special offers or discounts
1 person in the household 5 2
Received
Sector
Format
Content
Reach
Frequency
Commercial actions
Restaurant or takeaway
Average reach = 1.04
Average frequency = 2.74
Source: JICMAIL, Kantar TNS, 2018

3. The respondent received the leaflet on the 24th day of the previous month and took action on the 4th of the next month. Over the course of 18 days he interacted with the Domino’s mailout 6 times all together. He looked at it and put the item aside when he first received it. He then returned to it on 2 separate occasions, and a week later he decided to call the sender and bought something from them. Although this piece had a frequency of 5 calculated from physical actions an additional 2 commercial actions were associated to this mailout by the respondent.
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Item arrived
Put aside
Read
Read
Item live for 18 days
Read
Bought something
Phoned
sender 3
Source: JICMAIL, Kantar TNS, 2018