First unveiled in October, Domino’s has today launched SMS ordering, as part of the company’s digital strategy to engage customers across different platforms.
Domino’s Group CEO and MD, Don Meij, said convenience is a core feature of the company’s digital strategy and SMS was an obvious development.
“You can’t get more convenient, fitting into the lives of customers, than making it possible for them to place their pizza orders via SMS,” Meij said.
Users can now send a pizza emoji or the word ‘pizza’ to order their pre-saved favourite to 0448 366 466. If they haven’t saved a favourite the last order they made will be re-ordered when they text.
Once a SMS is sent, Domino’s will send the customer a returned SMS message confirming the order details. Once they confirm, customers are able to track orders via the company’s real time tracking technology platforms – 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,” said Meij. “Every step of the ordering process is carefully crafted and tracked to ensure it’s seamless, easy and convenient. It’s a far cry from the humble beginnings of launching online ordering in 2006 and we are excited about the future,” said Meij.
Meij said it’s not just about texts and emojis. It’s a combination of a number of elements that together underpin a sophisticated and seamless online ordering experience.
“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 with expectations of a jump in net profits by 20 per cent.
This story first appeared on Inside FMCG’s sister site, Inside Retail.
