As part of its efforts to create a seamless online customer experience, Domino’s introduced contactless services in all markets to make customers feel safe.
“We’re always looking for ways to improve our customer experience by making it more seamless, rewarding and memorable,” Domino’s ANZ Head of Digital Stephen Wyber told Inside Retail.
“In March 2020, we identified the need for changes to operational methods that had been developed over decades within our business, most visibly, moving to zero contact delivery and pick up services, to ensure the ongoing safety of our team members, customers, and community. In September that same year, we also fast tracked the national launch of our car park delivery service as a way to offer further peace of mind to customers who would feel more comfortable staying inside their vehicle when picking up their favourite pizza.”
Domino’s global digital sales continue to outpace total sales growth, with digital making up 72.1 per cent of total sales in FY20.
In Australia and New Zealand, Domino’s reported strong delivery growth last year, while pick up sales continued to be affected in some markets where local restrictions temporarily limited customer movements.
“When it comes to consumer behaviour, we have observed a material shift to food delivery, as customers follow government recommendations to stay home where possible,” Wyber said.
“Fewer customers are using cash, and many are ordering at different times, on different days, or from different stores than their usual order.”
Need for speed
Digital payments have been in high demand in the last year as consumers turned their back on cash and opted for speed and convenience.
According to PayPal 2020 eCommerce Index, Food & Drink saw a year-on-year uplift in the percentage of consumers purchasing from the category, rising from 48 per cent in 2019 to 52 per cent in 2020. Grocery and health and beauty also saw uplifts, while clothing and accessories remained a high performer.
In Australia, Dominos’ sales through the PayPal payment platform increased 17 per cent from 2019 to 2020.
“Customers are always looking for a payment experience that is convenient, safe and fast,” Wyber said. “PayPal presents customers the ability to access their savings account quickly and easily when checking out, without needing to use a credit card or handle cash.”
Catering to local tastes
While Domino’s digital initiatives have helped the company continue to thrive globally, part of its success can be attributed to Domino’s willingness to adapt its offer to local preferences.
“Regardless of where we open our doors in the world, our customers desire the same thing – delicious food, delivered fast, for great value. Where that differs is in local tastes/dietary preferences,” Domino’s Group chief digital and technology officer Michael Gillespie told Inside Retail.
In Japan, where sales increased 42.6 per cent to ¥36.7 billion in the six months to December 2020, Domino’s diverse menu features toppings like egg and seafood including shrimp, mussels and clams to cater to local tastes.
“Our global OneDigital platform supports this by allowing us to customise local products, promotions and features where needed,” Gillespie explained. “The benefit in having a global platform is that we can build solutions for one platform that can be rolled out fast and efficiently.”
As Domino’s looks ahead to the next phase of its digital evolution, it’s moving beyond finessing speed and convenience.
“We are always testing new concepts, from simple changes in online ordering that make it faster and easier for customers to process their online order, to concepts that rethink the way people can order entirely,” Wyber said.
“This year, like every year, Domino’s will have exciting new changes coming to our online ordering platform.”
Despite the constantly changing consumer needs, Wyber said some things will always remain the same.
“Customers still enjoy value and convenience; a hot, fresh meal prepared fast and delivered safely.”