Customers use of mobile devices translates directly into efficiency gains and profits for Dominos pizza via SMH

An article in today’s SMH about the Domino’s food chain struck me as quite significant. Customers’ increased use of mobile devices when ordering has resulted in efficiency gains and increased profits for the business. Customers’ use of devices when ordering has:

  • increased products sold per transaction
  • increased efficiency due to improved accuracy of orders as customers self serve

… although consumers were eating out less, they were visiting Dominos more often, increasing their order sizes and typically buying more side dishes such as ice-cream and garlic bread.

What does this mean? Apparently this translates to Dominos upgrading its “earnings growth for this financial year by about 20 per cent” and “By 2016 it expects 80 per cent of pizza sales to originate online.” So things are looking up.

The article hints at a deep digital strategy with apps available on the Android platform (presumably as well as the iPhone), social media integration and targeted marketing through  one-to-one communication channels with customers.

While those of us enmeshed in digital know how addictive, convenient  and effortless the channel is, this article could provide you with some pretty compelling numbers should you need to convince anyone to go mobile.

Read all about it over at SMH: Dominos has its digitals in the pie.


Dinorah Fails

Mobile devices are really in high demand these days because people like to browse the internet by phone…

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