In 2007, the iPhone made its grand debut and the age of apps began. Companies quickly began to see the value in creating a branded app through which their customers could constantly interact and connect with them—Domino’s Pizza was no exception.
The year of the iPhone was the same year Domino’s launched their online and mobile ordering sites. No more need to talk to a real human—anyone craving pizza was only a few types and taps away from having one appear at their door, handed over by their friendly neighborhood Domino’s delivery person.
But Domino’s didn’t build an ordering app and leave it at that. Domino’s would not be satisfied until their customers could merely think of a pizza and have one delivered to their door.
They haven’t gotten there yet . . . But they’ve come pretty close.
Domino’s innovative use of multiple media platforms all working toward a singular goal (getting people to order more pizza) has lessons for all. Examine Domino’s rise through the tech ranks and you see a company fundamentally supported by their digital tools—from branding to sales.
Mobile ordering? Not simple enough.
The Domino’s tech timeline starts with the Pizza Tracker. Launched along with their online and mobile sites, the Pizza Tracker allowed customers to track their pizza via a real-time progress bar on the web. The pizza lover’s Big Brother powers had arrived. And customers loved it.
Pizza tracking was one thing, but Domino’s wanted to do more than just keep their customers informed on where their pizza was in the fulfillment cycle—they wanted to make ordering easier than anyone ever had. 1-Click ordering? How about one tweet ordering? Or one voice command ordering?
Domino’s made their ordering process readily available across every digital device and social platform you can think of. Amazon Echo, Smart TV, Siri, and even Twitter—all of them could take your hungry words and turn them into cheesy, pizza goodness with the push of a button (or in the case of Twitter, a single emoji).
Today, Domino’s has progressed to zero-click ordering. Any customer with the slightest craving for a delicious Domino’s pizza is only an app away from having one sent straight to their door—no clicks required. Merely open the Domino’s app, and voila. Feast away.
What can we learn?
- Implement uncommon tech tools to a level of transparency to every customer touch point in your processes
- Be in your customers’ preferred channels—don’t make them come find you
- Maintain the simplest customer interaction you can possibly create
The Domino’s story shows us that it’s worth exploring new avenues and launching entirely unique platforms that strive to make things simpler than ever before. Your customers demand a one-of-a-kind experience they won’t find anywhere else. After all, if you could schedule an oil change with a tweet, why would you settle for any other way?
Richard Holland is Managing Director at AutoPoint, the leading global claims solutions provider serving the automotive industry – and a business unit of Solera North America. His executive assignments include Founder and CEO at Jigsaw Systems, Vice President and General Manager at DealerTrack and the President of MPi Edge. Mr. Holland was also the President of Arkona for 15 years. Follow him on LinkedIn.