Exploring a digital parallel universe: Domino's ground-breaking segmentation study into the Chinese digital landscape

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

Introduction

The success story of China's economy along with its social and cultural development is impossible to dissociate from the rise of digital. A mix of huge scale, fast growth and lack of pre-digital legacy behaviors have created a perfect storm. The twin

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