You Can Now Ask Alexa And Google Assistant To Order Pizza

What Happened
Alexa and Google Assistant both added “pizza-ordering” to their growing repertoire of capabilities this week as two national pizza chains launched support for the two AI-powered, voice-based digital assistant services. Amazon Echo users can now activate the Pizza Hut skill to access their favorite menu items and previous orders for a convenient reorder, whereas people using Google Home can order their pizzas from Domino’s by logging into their Domino’s profiles. Besides, Google Home also added several new functions to let users control Netflix playback or access information on CNN and WebMD.

What Brands Should Do
Domino’s is no stranger to getting its service on emerging conversational platforms, as the company launched a branded Alexa skill in February and created a pizza-ordering chatbot on Facebook Messenger this August. As more and more consumers become addressable via these voice-based smart home devices, it is up to brands to take the initiative to explore the shifting paradigm of brand-customer interactions they bring and find an authentic brand voice in order to connect with consumers. For more actionable suggestions on this topic, check out the Conversational Interfaces section in our Outlook 2016.

How We Can Help
The Lab has extensive experience in building Alexa Skills and chatbots to reach consumers on conversational interfaces. 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 conversational customer 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 conversational interfaces, or to leverage the Lab’s expertise to take on related client opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.


Source: Engadget & TechCrunch


Brands Are Jumping On Apple’s App Store Search Ads

What Happened
Several big-name brands have started using Apple’s recently launched Search Ads to drive download for their iOS apps. The app-install ads, officially rolled out in early October, which enables developers to promote their apps at the top of relevant search results in the App Store. So far, brands including Domino’s and Amazon have been using Search Ads to target users, especially those who search for their competitors’ apps. According to mobile marketing platform Singular, Search Ads has a mobile conversion rate of 4.9%, a much higher rate than regular app-install ads.

What Brands Should Do
By buying against competitor apps and relevant keywords, the aforementioned brands find a clever way to surface their apps to a targeted audience that is actively searching for products or services in their respective categories. In order to stand out in the over 2 million apps currently available in the App Store, brands seeking to engage mobile users via branded apps should consider buying Search Ads to give their apps a boost.


Source: AdWeek

Domino’s And Burberry Launch Facebook Chatbots To Sell Directly To Customers

What Happened
Domino’s Pizza and Burberry both launched ecommerce-focused chatbots to sell directly to online customers via Facebook’s messaging app. Domino’s chatbot for Facebook Messenger, which was first launched a month ago in the U.K. and Ireland and officially rolled out to U.S. customers last Thursday, allows customers to chat with a bot to quickly repurchase their most recent order or the “Easy Order” saved in their Pizza Profile.

Burberry’s Messenger bot, on the other hand, engages users with design sketches and a mini maze game. Users who finish the maze will unlock access to a “Burberry show space,” where they will be able to order items that they fancy directly from the new line as they become available after Burberry’s London Fashion Week show on Monday, September 19.

What Brands Need To Do
Both examples are illustrative of the ecommerce potential that chatbots have in converting interested consumers. As consumers increasingly turn to messaging apps as their primary channels of communication, it is important that brands follow the customers to reach them. To learn more about what chatbots can do for brands, check out our Medium post on chatbots.

The Lab has extensive knowledge about building chatbots. If you’re interested in reaching your audience on messaging apps and better serving them with a chatbot, please contact our Client Services Director Samantha Holland ([email protected]) for more information or to schedule a visit to the Lab.


Source: PRNewswire & Glossy
Header image courtesy of Domino’s press release

Domino’s Launches Pizza-Ordering Bot On Facebook Messenger

What Happened
Pizza Hut may have announced their pizza-ordering bot for Facebook Messenger first, but it has been beaten by its rival Domino’s, which has launched its chatbot for the popular messaging app in the U.K. and Ireland. As an extension of the Domino’s Easy Order program, which allows customers to order their favorite pizza with a simple tap of a button in its app, the chatbot will cue up your default order in response to a single word command of “pizza” once you’ve signed in with your My Domino’s account.

What Brands Need To Do
This is not the first time Domino’s has ventured into conversational interfaces. In February, Domino’s released an Alexa skill that allows users of Amazon Echo devices to order pizza by speaking. The chatbot is designed to focus on performing one task only, which is certainly a valid approach as we pointed out in our Medium post on chatbots.

However, compared to Pizza Hut’s upcoming Messenger bot, which promises the ability to hold a back-and-forth conversation with customers and functions beyond ordering pizza, Domino’s approach may be missing out on chatbots’ vast potential for customer service and feedback collection.

The Lab has extensive knowledge about building chatbots. If you’re interested in reaching your audience on messaging apps and better serving them with a chatbot, please contact our Client Services Director Samantha Holland ([email protected]) for more information or to schedule a visit to the Lab.


Source: VentureBeat

You Can Now Order Domino’s Pizza From Amazon Echo

What Happened
Amazon Echo’s virtual assistant Alexa just gained another useful skill just in time for the Super Bowl. Popular pizza delivery chain Domino’s utilized Alexa Skills Kit, a developer tool kit for Echo, to add the capabilities of placing and tracking orders by voice commands to Alexa. Echo users simply need to enable the Domino’s skill within the Amazon Alexa app by linking their account to their Domino’s Pizza profile and they are good to go. By doing so, Domino’s is the first in the pizza and quick-service restaurant industries to integrate with Amazon Echo.

What Brands Need To Do
As Alexa’s list of skills continues to grow, Amazon Echo is becoming increasingly business-friendly, creating a unique platform for brands to connect with consumers in their living rooms via a voice-based conversational interface. For brands, this kind of interface brings new challenges in discovery because they only present limited options to users. Therefore, brands will need to be active in getting on board with those voice-activated devices via deep integrations or partnerships.

For more information on how brands can develop authentic brand voices and navigate the new discovery systems outside of standard SEO, check out the Conversational Interfaces section in our Outlook 2016.


Source: CNN Money


Header image courtesy of Amazon on YouTube

A DVD That Smells Like Pizza?

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.