How 80% Faster Checkout with Tokenized Payments Fueled a 30% Rise in Domino’s Repeat Purchases

Domino’s Pizza Pakistan, a leading quick-service restaurant chain, faced challenges in delivering a seamless and secure online payment experience to its customers. 

With the rapid growth of Pakistan’s e-commerce sector and rising customer expectations for fast, secure, and convenient transactions, Domino’s sought a payment solution to enhance its checkout process, reduce cart abandonment, and improve customer retention. 

XPay, a Pakistan-based payment solution, provided an innovative solution through its embedded checkout and tokenization features, enabling Domino’s to achieve a remarkable 40% tokenized payment rate.

The Challenge

Domino’s Pakistan, operating in a competitive market since 2009, struggled with payment-related issues that impacted customer satisfaction and operational efficiency:

• Checkout Friction: Redirects to third-party payment pages disrupted the customer journey, leading to a high cart abandonment rate.
• Security Concerns: Customers were hesitant to repeatedly enter sensitive payment details, reducing trust and repeat purchases.
• Repeat Purchases: Domino’s lacked an efficient system for handling repeat purchases for loyal customers.
• Local Payment Preferences: Limited support for local payment methods, such as bank cards and digital wallets, restricted accessibility for a diverse customer base.

These challenges resulted in lost sales opportunities and hindered Domino’s ability to capitalize on Pakistan’s growing digital economy.

The Solution: XPay’s Embedded Payment and Tokenization

Domino’s partnered with XPay, a leading payment solution designed for Pakistan’s e-commerce ecosystem, to address these challenges. XPay offered a comprehensive solution with the following key features:

• Embedded Checkout: XPay’s on-site payment system eliminated redirects, allowing customers to complete transactions directly on Domino’s website or app, enhancing user experience and trust.
• Tokenization: XPay securely encrypted and tokenized customer payment details, enabling one-tap checkouts for repeat purchases without storing sensitive data on Domino’s servers.
• Multi-Platform Support: XPay integrated seamlessly with Domino’s website, mobile app, supporting cards, bank transfers, and digital wallets.
• Dynamic Routing: XPay’s smart routing ensured high transaction success rates by directing payments through the most efficient channels.
• BIN-Based Discounts: Targeted promotions for specific bank cardholders increased customer engagement and conversions.
• PCI DSS Compliance: XPay’s end-to-end encryption ensured secure transactions, building customer confidence.

The integration process was swift, with XPay’s developer-friendly APIs and SDKs enabling Domino to set up the solution without complex configurations.

Results

The adoption of XPay’s embedded payment solution and tokenization yielded significant improvements for Domino’s Pakistan:

• Tokenized Payments: Within three months, 40% of online transactions were tokenized, allowing customers to complete purchases with one tap, significantly speeding up the checkout process.
• 30% Reduction in Cart Abandonment: The seamless on-site checkout eliminated redirects, boosting conversion rates by keeping customers engaged.
• 30% Increase in Repeat Purchases: Tokenization encouraged returning customers to order more frequently, leveraging saved payment details for quick transactions.
• 15% Higher Transaction Success Rates: Dynamic routing reduced payment failures, ensuring smoother processing even during peak order times.
• Enhanced Customer Trust: PCI DSS-compliant encryption and tokenization reassured customers about the security of their payment information.
• Revenue Growth: The improved checkout experience and targeted BIN-based discounts contributed to a 20% increase in online order revenue.

These results positioned Domino’s as a leader in Pakistan’s quick-service restaurant industry, setting a benchmark for competitors.

Customer Experience

XPay’s embedded checkout and tokenization transformed the customer journey:

• Faster Transactions: Customers completed orders in seconds, with tokenized payments reducing checkout time by up to 80%.
• Convenience: Support for local payment methods, including digital wallets and bank cards, catered to diverse preferences.
• Personalized Offers: BIN-based discounts, such as exclusive deals for specific bank cardholders, drove higher engagement and loyalty.

Mobile Optimization: XPay’s mobile SDKs ensured a consistent experience across Domino’s