It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Domino’s has taken the wraps off its zero-click ordering, the latest digital and technology advancement from the pizza retailer aimed at improving customer experiences and interaction.
In June, Domino’s announced a series of tech innovation events, under the brand ‘Abacus’, which highlighted how digital and technology is being harnessed by the business. Some of the innovations included tracking customers in real-time, on-time cooking and delivering pizzas via artificially intelligent robots.
The introduction of zero click ordering is yet another innovation making order easier, according to Domino’s Group CEO and Managing Director Don Meij.
“Domino’s has always tried to make online ordering faster and easier for our customers, from two tap ordering on smart watch to SMS ordering, we’ve been crunching down the time it takes to order – giving our customers back their time,” Meij said.
“If 10 seconds is too long, customers with an iPhone can turn the dial on the screen to speed up the order meaning the sooner the order is placed, the sooner we can get that piping hot pizza to our customers.”
Zero Click is a standalone free app that can be downloaded from the Apple iTunes store or Google Play. Customers have to log in with their Domino’s account to place their first order.
For iPhone users, Domino’s customers can order with voice activation by asking Siri “Hey Siri, open Zero Click”.
“By using voice activation we are providing a whole new way to order for our busy customers,” Meij added. “If they have their hands full at home with the kids, are on the run at work or commuting home, they can simply say five words and their supreme or meatlovers pizza is on its way.”
iPhone users will also be able to ensure the ordering experience is secure with the Zero Click app using TouchID.
“It’s just another way of being a part of the conversation and engaging with the Millennials,” Meij said.“More and more our customers are wanting to get food on the go as they are eating on the run with their busy and active lifestyles."