The company created the Pizza Builder, which offers a visually appealing way for customers to select their preferred crust, sauce, and toppings and see their customized pizza take form on the computer screen.Īnother digital tool for engagement is the Pizza Tracker, which allows customers to monitor the progress of their order online from the time it’s placed until its delivery. Engaging with customers makes them feel in control of the transaction and builds up anticipation for the product. Once opened, it displays a ten-second timer before sending the user’s default pizza order.Īside from maximum convenience, Domino’s recognized that customer engagement is another key component of the overall experience. They also introduced the Zero Click app, a mobile application that allows customers to order pizza without having to tap, click, or swipe. To reduce the ordering steps, the company introduced the Pizza Profile and Easy Order features, which stored customers’ personal information and favorite pizza orders so they won’t have to enter the same details every time they order.ĭomino’s made further iterations to their ordering process and eventually launched an app that allowed customers to order through a variety of digital channels, including by simply tweeting a pizza emoji to Domino’s Twitter account. With this key insight in mind, Domino’s set the ambitious goal of making it so fast to order a pizza that customers could do so while waiting for the train, stopped at a red light, or on a quick pause from their video game. The entire process often took more than 25 steps, from the time a customer lands on the homepage to when they finally place their order.įriction burns customers the longer it took for people to order a pizza, the less likely they were going to complete their purchase. Domino’s had historically differentiated on the speed of their pizza delivery, but after studying customer behavior, they discovered that they had to make the speed of ordering a priority as well.Ĭustomers found the company’s web-based ordering system too complicated.
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