Domino’s continues to explore the use of digital technologies in pizza delivery as the company announces a new integration with IFTTT. For those uninitiated, IFTTT, an acronym for “If this, then that,” is a platform that allows users to create customized, conditional interactions between apps, online services, and other connected devices.
Previously, Domino’s has created a few applets on IFTTT to facilitate sync-up between pizza ordering and other app-based actions. Now with the new integrations, the pizza chain is allowing customers to automate their smart home devices based on the status of their pizza delivery. For example, they can set up an IFTTT action that automatically turns off their connected sprinklers or turn on the porch lights when their pizza delivery is arriving.
What Brands Need To Do
Domino’s is no stranger when it comes to leveraging digital tools to enhance its customer experience with a tech halo, notably for its experiments of “one-click ordering.” The company previously created an Alexa skill and a Google Assistant action for ordering pizza via voice command. This IFTTT integration is a natural step as the company continues to dive deeper into the smart home space to optimize its pizza delivery experience for the tech-savvy customers.
The smart home is a new frontier for brands to explore, with emerging connected devices offering brands a way to reach customers at home and unlock new experiences. According to IHS Markit, 80 million smart home devices were delivered worldwide in 2016, a 64% increase from 2015. And that number is only set to grow. For brands looking to improve their retail or customer experiences, Domino’s sets an example in how new digital tools can be applied to better serve connected consumers at home.
Gearing up for the upcoming Super Bowl Sunday, the busiest day of the year for pizza deliveries, Domino’s Pizza has updated its Facebook Messenger chatbot to add more ordering options. The Dom pizza bot was launched in August last year and only supported reordering the default order saved on a Domino’s customer account. Now with this update, Messenger users can chat with the bot to put together a customized order from a full menu without a Domino’s account. One caveat remains, however, that all orders made from the bot will have to be paid with cash, as Domino’s opted not to integrate the bot with Messenger’s existing payment system.
What Brands Need To Do
Domino’s latest move in improving its chatbot reaffirms its commitment to developing chat-based ordering tools to better serve mobile customers. The pizza chain also launched an Alexa skill last year to allow customer to place order via voice. It also shows how brands may consider a tiered release strategy when it comes to creating branded chatbots. After all, no bots are totally perfect at launch, and it is crucial that brands continue to put resources and efforts into maintaining and improving the bot based on customer feedback long after the initial launch.
How We Can Help
The Lab has extensive experience in building branded chatbots to reach consumers on messaging apps. So much so that we’ve built a dedicated conversational practice called Dialogue. The NiroBot we built in collaboration with Ansible for Kia is a good example of how Dialogue can help brands build a chatbot experience supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.
If you’d like to learn more about how to effectively reach consumers on messaging apps and other conversational interfaces, or to leverage the Lab’s expertise to take on related clients and learning opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.
Dominoes, in an ad campaign that’s taking off in Brazil, is hoping that the smell of Pizza will make customers think about the time-tested combination of Pizza and home movies. In partnership with ten video rental stores in Sao Paulo and io de Janerio, ten discs of ten new release titles were stamped with thermal ink and flavored varnish, both of which are sensitive to heat. While people watch the movie, the disc heats up, and the smell is released upon the DVD’s completion. The DVD’s were also printed with the message: “Did you enjoy the movie? THe next one will be even better with a hot and delicious Domino’s Pizza.” Though renting DVD’s seems old fashioned to many, streaming movies isn’t yet broadly accepted in Brazil, so this is a creative way to keep customers hungry with a fresh approach.