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Brief
As the world’s leading pizza delivery company, Domino’s was keen to become the most innovative and effective mobile quick-service restaurant by exploiting the vast opportunities presented by new technologies. Their key objective was to drive sales and see a healthy return on their investment. They also wanted the pizzas that they are famous for to be presented in the most appealing way so users were hungry from start to finish.
Strategy
iPads are the fastest selling technology in history, with more than 15 million units sold in just a year since launch, and users are generally affluent brand loyal consumers. This seemed the natural audience for Domino’s who, with an average pizza price of £17, are the premium brand in their sector. Somo recognise that people typically use their iPad for just 8-15 minutes at a time, frequently during evenings and at weekends, with peak times between 7 and 10pm when people are at home in front of the television in a ‘dual-screen’ environment. Domino’s wanted the application to have a strong visual impact and look as delicious as their pizza, and to increase sales and average order value the customer journey needed to encourage increased sales of additional items.
Execution
The Domino’s iPad app is the first of its kind to make full use of the tablet’s technological capabilities and the usage patterns of the device.With high resolution, mouth-watering images, slick screen operation and sliding menu interface, the app takes users quickly through each step of the order process. It enables a seamless experience with minimum interactions, making the journey from hunger to eating natural, quick and simple. It also echoes and amplifies the effect of Domino’s key TV sponsorships which are deployed at dinnertime.
The bespoke user interface breaks down the traditional understanding of pages inherited from web design and puts in its place a linear customer journey within a single page. It makes best use of the touch device, removing the idea of buttons, and instead allows the user to interact directly with the content. The menu ‘carousel’ suggests additional items as part of the buying process, including enticing sides, desserts and subs, just before the point of sale to capitalise on building appetites. Users have the ability to ‘create their own’, to customise meals according to their tastes. Meal deals and offers can also be easily found. The rapid check out process completes the effortless experience, PayPal is integrated to allow instant payment and users can easily redeem vouchers. Delivery progress can be tracked post-order through the Pizza Tracker.
Domino’s have now asked that the iPhone and Android apps are updated to be in-line with the iPad design.
Results
iPad: No.1 in Lifestyle
iPhone: Top 24 overall, No.2 in Lifestyle
Android: No.4 overall
Total revenue: £14.4m across mobile suite
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