The implementation of a smartphone app significantly contributed to Dominoes' success by enhancing customer experience and streamlining operations. The app, launched in 2011, allowed customers to track their orders, which added a layer of transparency and engagement. By 2015, over half of Dominoes' orders were made online, demonstrating the app's effectiveness in driving digital sales. Furthermore, the app was part of Dominoes' omnichannel approach, which included ordering through social media, smart home devices, smartwatches, and smart TVs, thereby reaching customers on multiple platforms.

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Dominoes enhanced their business strategy by committing to a completely omnichannel approach. They launched the Pizza Tracker tech, which allowed customers to follow the progress of their orders and enabled individual franchises to improve their operations through centralized supply chain management. In 2011, they launched a smartphone app and rolled out voice ordering in 2014. By 2015, over half of their orders were coming from online. Their Anyware system allowed customers to order pizzas via direct chat on social media, from smart home devices like Amazon Echo or Google Home, smartwatches like the Apple watch, and even smart TVs.

Dominoes' omnichannel approach aligns with digital transformation initiatives by integrating various digital platforms to enhance customer experience. This approach includes the use of a smartphone app, voice ordering, and the Anyware system, which allows customers to order pizzas via direct chat on social media, smart home devices, smartwatches, and smart TVs. This strategy not only improves customer engagement but also streamlines operations, contributing to the overall digital transformation of the company.

Dominoes' omnichannel approach in the fast-food industry has several practical applications. Firstly, it launched the Pizza Tracker technology, allowing customers to track their orders in real-time. This improved customer experience and engagement. Secondly, it enabled individual franchises to utilize a centralized supply chain management system, enhancing operational efficiency. Dominoes also launched a smartphone app and voice ordering, making it easier for customers to place orders. Lastly, its Anyware system allows customers to order pizzas via direct chat on social media, smart home devices, smartwatches, and smart TVs, providing multiple channels for customer interaction and order placement.

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