DOMINO'S TRIALS ONLINE STRATEGY
Written on the 16 May 2014
DOMINO’S Group will push its technology strategy by switching off the phones at the Taringa store and operating solely from online sales for one day.
Phone orders will be unavailable on Wednesday, in a world-first move for the Brisbane-based pizza company.CEO and managing director Don Meij (pictured) says plenty of customers have already adopted the trend, highlighting the importance for digital innovation.
“Online and mobile sales continue to increase and even more so at our Taringa store, with online sales recorded as high as 87 per cent due to the strong population of university students living on and around the St Lucia campus.“This is what turning off the phones is all about – celebrating a milestone in the business and living and breathing in the space that will deliver our future growth,” he says.
Meij says the “natural progression” towards online and mobile sales, means the company will continue to invest in the platform.“It’s our goal to be as mobile as we can and make the process as easy and seamless as possible so that anyone can interact with our brand through portable online devices, this will be the ultimate test and a great celebration of how far we’ve come.
“It will also be a great learning experience to understand the final pieces of a fully integrated, digital overall business.”Meij will keep a close eye on the trial, saying mobility was a key driver of marketing initiatives and operations.
He says almost 60 per cent of sales come from online and the number is expected to grow to 80 per cent in the next three years.In conjunction with the online promotion, customers will receive a 50 per cent off discount on orders placed on Wednesday.