Text for a pizza

BY Australian Retailers Association
20 October 2015

Dominos orderingDomino’s Pizza will introduce SMS ordering from December 14.

The pizza chain has also made ordering a pizza from a Smart Watch possible with two tap 'Fast Favourite’ process.

The technology is in addition to new Quick Ordering on mobile and desktop, using as little as Four Clicks, as well real time tracking technology via its GPS Driver Tracker earlier this year.

Domino’s Group CEO and MD, Don Meij, said technology-enabling convenience is at the heart of the company’s digital strategy and two tap ordering on Smart Watches and SMS ordering were both obvious developments.

“The popularity of recently launched technology such as Quick Ordering has demonstrated a real appetite for innovation that slices seconds off the ordering process,” Mr Meij said.

“It is part of our job to anticipate the next generation of ordering and technology such as this really does mean a new and more convenient way for our customers to order pizza and engage with our brand.

“We know our customers. We know who they are. They are the gamers who don’t want to be far from their keyboards, the busy corporate workers, the social and the time poor parents. It’s important we fit into their lives and we make it as easy and simple for them to order.”

Once a SMS is sent, Domino’s will send the customer a return SMS message confirming order details. When the customer replies ‘Yes’, the order is placed and can be tracked it via the Live Pizza Tracker and GPS Driver Tracker.

“Creating a text-based system adds another layer to Domino’s digital innovation strategy as we aim to ensure our ordering platforms are available to all customers, across a wide range of devices so they have the freedom to choose when, where and how they interact with us.

“Behind the simple interface is a more complex engine that is capable of handling a wide range of customer paths, ensuring all customers have the best experience possible. SMS ordering plugs into our already successful Online Ordering platform and is one more way that Domino’s is making it easier and more appealing for Australians to order pizza."

Earlier this year Domino’s announced plans for 40 new digital projects set to rollout this financial year.

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ABOUT THE AUTHOR

Australian Retailers Association

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.

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