![]() 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.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |