Dominos tracker cool tricks9/24/2023 Once opened, it displays a ten-second timer before sending the user’s default pizza order.Īside from maximum convenience, Domino’s recognized that customer engagement is another key component of an effective overall experience. They also introduced the Zero Click app, a mobile application that allows customers to order pizza without having to tap, click, or swipe. To reduce the ordering steps, the company introduced the Pizza Profile and Easy Order features, which stored customers’ personal information and favorite pizza orders so they won’t have to enter the same details every time they order.ĭomino’s made further iterations to their ordering process and eventually launched an app that allowed customers to order rapidly through a variety of digital channels, including by simply tweeting a pizza emoji to Domino’s Twitter account. With this key insight in mind, Domino’s set the ambitious goal of making it so fast to order a pizza that customers could do so while waiting for the train, stopped at a red light, or on a quick pause from their video game. The entire process often took more than 25 steps, from the time a customer lands on the homepage to when they finally place their order.įriction burns customers the longer it took for people to order a pizza, the less likely they were going to complete their purchase. Domino’s took notes, and the most popular ideas, solutions, and opinions were rewarded with money.Īside from online engagement, the company also examined consumer habits and looked closely at when and where people usually place orders, the issues they encounter while ordering, and their rapidly changing expectations as technology evolve.ĭomino’s had historically differentiated on the speed of their pizza delivery, but after studying customer behavior, they discovered that they had to make the speed of ordering a priority as well.Ĭustomers found the company’s web-based ordering system too complicated. It was at this time that Domino’s decided to fight back by developing a robust digital strategy as well as improving the quality of their products.ĭomino’s needed to know what would make a difference for their customers so they leveraged social media to engage their community, giving customers an avenue to share their opinions of the company and offer possible solutions. ![]() These issues caused their stock to drop below $3 per share. In 2008, Domino’s was $1.7 billion in debt, losing domestic franchisees by the dozens, and suffering massive blows to their brand image due to the quality of their pizza. ![]() This article will talk about how Domino’s taught themselves some new tricks and how other companies can do the same. The series is called “Profiles in Transformation” and begins with the story of Dominos.Ĭan a pizza chain go from almost bankrupt to a digital giant in just a few years? Domino’s certainly did, and they don’t look like they’re slowing down anytime soon. This week I want to share a preview of a new series of articles being created by my company: FROM, the digital transformation agency. ![]() Digital transformation is the antidote to any company becoming irrelevant, and each week, I’ll share new actionable information to help you and your organization succeed in the digital world. Welcome to DX Weekly - a free newsletter to help you unleash the power of digital for your company.
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