Domino's RFM Intelligence

Description

Domino's sits on top of millions of customer transactions but lacked the tooling to turn that data into targeted action. Marketing teams needed to understand who their most loyal customers were, where frequency was dropping, and which promotions were actually driving revenue — without depending on a data team for every question. The challenge was designing a platform complex enough to support enterprise-scale segmentation, yet intuitive enough that marketers could use it daily without friction.

We designed and built a full-stack customer intelligence platform centered on a configurable RFM engine. Teams define their own Recency, Frequency, and Monetary thresholds, run segmentations across the full customer base — over 42K transactions — and explore results through a ranked, visual breakdown of every segment combination. An embedded AI assistant powered by Raken AI and Claude closes the loop: marketers can ask 'What promotion would work best for my lapsed frequent buyers?' and get a meaningful answer in seconds, directly inside the platform.