3 April 2014, Written by Karen Rickert

DOMINO’S Pizza (ASX: DMP) has expanded its digital offering this week, with the launch of an Offers app that can be personalised for each consumer.

The Offers app loads vouchers and deals for the consumer’s specific store straight to their smart phone.

Speaking to Brisbane Business News, chief marketing officer Allan Collins (pictured) says the app is a reflection of a shift to less personal interaction in the quick service restaurant industry.

“Some people still want face-to-face contact, but on the whole there’s a movement towards the consumer controlling the experience for themselves as much as possible.

“Overall there’s a general shift towards allowing the consumer to shop in their own time whenever they want and not feel rushed.

“Most people who buy pizza, around 80 per cent, use a voucher.

“So it was listening to our consumers who were basically saying it was confusing to keep track of vouchers in the letterbox, cupboard, on the fridge and even in the couch – it would be nice to have one easy place to go to where all the vouchers are.”

Collins says the customer’s location played an integral part during app development.

“Once consumers download the app, it geo-locates where you are and what store is closest to you.

“You select your store and you automatically get all the best vouchers and deals loaded directly on the app from that store.

“That way our consumers are always guaranteed to get the best deals from Domino’s, no matter where they are.”

The developers set out to achieve accessibility and an optimal interface to appeal to the public.

“It’s important that you listen to consumers, in that environment they want things very simple and straightforward – so that’s what we’ve done.

“When it comes to vouchers, it has to be very easy to be able to understand it quite quickly and work out what the best deal is for you.

He says Domino’s works closely with Google, Facebook and Twitter to stay ahead of the trends.

“The biggest thing is mobility, just looking at what other devices are being launched around the world and what people are looking at.

“We just want to make sure that whatever new technology is released and feel like is going to be adopted by the masses, that we’ve got a presence on that device once it’s launched.

“Whether it’s a mobile, smart watch, wearable technology, embedded technology on clothing or even Google glasses, it’s important that we constantly evolve with it.”

The app took five months to develop. It has reached number one in the free food and drink category and as high as number six in overall free apps, on Apple’s App Store.
Author: Karen Rickert Connect via: Twitter LinkedIn





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