![]() ![]() Classic cheese pizza, pizza with meat toppings, veggi supreme, ham and pineapple, and so many others, Domino’s sells a whole variety of vegetarian, gluten free, or hot and spicy options for hungry pizza lovers to choose from. Between then and now, though, things have changed but the quality of their pizza has not. Domino’s started with the idea for its experience first.The original pizza delivery company, Domino’s has been bringing pizza to people’s doors since 1960. Many in the industry tend to build a technology solution around one issue area (for example, payments or loyalty) and then try to build experiences around that. Gaddis explained that unlike some other consumer-focused brands, Domino’s took a customer problem - in this case, how customers could order and get their food delivered in the most efficient way possible - and built technology solutions on top of that. “Everything else they build is complementary to that - a lot of brands are not delivering on that.” Domino’s revamped its pizza recipe in 2009. “They have a vision that they settled on when they said their pizza wasn’t that great, and they revamped everything about the product,” said Ben Gaddis, president of digital agency T3, which builds customer service tech platforms for retailers and financial services companies, including Capital One and Pizza Hut. Customers now have 15 different ways they can order pizza. Today, 60 percent of its orders happen online the company doesn’t break out mobile sales. By 2016, Domino’s had reached what it calls “zero-click ordering,” letting customers order through Domino’s platform or platform of their choice, including voice assistants, Facebook Messenger, Slack, text and Twitter. By 2012, its online ordering app was available on 80 percent of smartphones a figure that’s up to 95 percent today, according to restaurant consultancy Aaron Allen & Associates. It invested in data-driven personalization, a move that began with bringing point-of-sales systems in-house and developing customers’ “Pizza Profiles,” which put customer preferences and payment information behind the mobile app. For Domino’s, it has been an ongoing effort to design products that make the ordering process easier. It has since revamped that experience to focus on mobile ordering. It realized that customers had to take 25 steps to order online, which led to a drop off in interest. Six years ago, the company revamped its online order strategy as part of a larger digital transformation. Dennis Maloney, the company’s chief digital officer, noted in a recent blog post: “That’s meant getting rid of the silo mentality and establishing cross-functional groups so online, offline, research, and IT are all working closely together.” The company has employed an agile, collaborative approach to innovation. According to a rep, Domino’s technology team is the largest department at the company’s headquarters, making up half of its total staff.īy focusing on building out the core technology on its own (the company works with partners on some initiatives), Domino’s can own the customer experience, optimize customer data and iterate quickly. ![]() ![]() These features stem from technology Domino’s builds in-house, which lets it make the best use of first-party customer data. Other features like customer profiles, payment systems and platform integrations have been added over the past several years to make it easier for customers to order. It’s the latest iteration of an approach to pizza ordering and delivery that’s the most convenient for the customer. ![]()
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