“We always ask ourselves, ’What does the customer want?’ We operate under three pillars that include convenience, engagement and recognition,” said David Wild chief executive officer of Domino’s Pizza.
Presenting his keynote address at eCommerce Expo last week, Wild said that the retailer’s vision is “to be the number one pizza place everywhere on the planet,” achieved through its three-pronged strategy.
Convenience
“The first part is the convenience; you have to make your services seamless and continuously improve them,” says Wild.
The retailer has recently added a dinner bell feature on its mobile app to notify shoppers of their order arrival time. The Domino’s app sends a notification to customers when the pizza has been ordered and rings automatically when the food is out for delivery.
Engagement
“Engage with a customer, make them feel in control of the customer-retailer relationship and transaction.”
Domino’s has invested in a GPS Driver Tracker to offer its shoppers total control over their online ordering experience. The technology provides customers with access to real-time tracking of driver’s location, and customers that order via the retailer’s app get a notification when their driver is approaching their delivery address.
“We are also very interested in GPS, which is helping stores, drivers and customers better track where their food is, which also makes for more productive drivers, saved time and greater efficiency,” says Wild. “We are looking at our data to see what’s working well so we can do more of [improving].”
Recognition
“Recognise the reality that [retail] is a noisy consumer market, there are so many channels that are selling for a customer today.
“Things haven’t changed, they are changing. This is an active process, and the rate of change is not in any way slowing down. It’s also not the digital department’s job to be doing this, by the way – everyone in the company needs to be part of the digital in modern business.
“The great thing about digital is that it’s an early warning system for everyone else in the market. [Retailers] can immediately see what’s being tried out. We’re always looking at what the other guys are doing, and if it works, fine. We do it too. You have to steal ideas now. It’s the way the world works.
“In the last five to six years, we’ve seen a lot of disrupters enter the market [including] Deliveroo, Just Eat, Uber Eats. But we’ve done fine, because we live and operate like a disruptor, too. These new entrants are just fuelling the same trends that help us. Customers don’t care about channels; they want to get a pizza as quickly and conveniently as we can make and deliver it for them.”
Image courtesy of Domino’s
