Domino’s is taking in-app pizza ordering to a new level. The retailer has partnered with IFTTT to connect its mobile application to a consumer’s smart home devices.
Through a series of applets, customers can program their smart home devices to prepare for the food delivery. For example, the technology can turn on a person’s porch light as the food arrives at the doorstep, or the system can deactivate a sprinkler to avoid getting the driver wet.
"We understand how much people love using Domino's Tracker, not only to know where their order is in the preparation and delivery process, but also to plan around that much-anticipated pizza arrival," said Dennis Maloney, Domino's senior vice president and chief digital officer. "And now we're empowering customers to unleash their imagination as they create new ways to integrate some of our favorite innovations, like Domino's Tracker, into their everyday lives. Thanks to the endless possibilities of IFTTT Applets, customers will be more connected than ever."
The partnership developed when Domino’s began exploring new ways to highlight the power of its Tracker while it was being featured on television ads. The retailer found IFTTT to be a natural fit.
“We partnered with IFTTT to automate an even better pizza eating experience based on Domino’s Tracker stages. By teaming up with IFTTT we’ve been able to use our tracking technology to create even more at-home pizza magic,” Kate Trumbull, director of digital marketing at Domino’s, told FierceRetail. “In addition to the applets we developed, consumers can choose or build their own custom applets that allow Domino’s Tracker stage changes to trigger different results, to improve and personalize their pizza experience.”
Domino’s Tracker follows a customer’s pizza order as it makes its way through the store and out the door for delivery. Domino’s Tracker has followed over 100 million orders since it launched in 2008.
Domino’s plans to listen and learn from customers on how they are using IFTTT and internet of things technology, ultimately using the information to improve the end-to-end pizza ordering experience.
"We know innovation and creativity can come from anywhere—consumers, delivery drivers, franchisees—and we’re excited to see what they come up with to better inform our next big tech innovation. We hope consumers have fun with it and find creative ways to improve their Domino’s pizza experience,” Trumbull added.
For Domino’s, this is the perfect time to partner with IFTTT. As of 2015, IFTTT users created 20 million applets each day. The smart home market is expected to grow from $47 billion in 2015 to $122 billion by 2022, meaning consumers are engaged and eager to leverage technology to enhance everyday life.
Technology is an important part of Domino’s strategy as it continues to remove friction from the pizza tracking and ordering process. From Domino’s Tracker and Pizza Profiles to AnyWare ordering platforms and the brand’s Pizza of the Pie Rewards Program, all of these digital innovations have improved the ordering process. Technology can offer flexibility by offering a variety of platforms, save consumers time by recalling credit card and key ordering information, help customers plan by notifying them when to pick up a pizza or expect a delivery driver, and track rewards points toward free pizza.
Domino’s gets more than half of its digital sales through mobile. “Mobile growth has been fantastic for our business and we continue to see consumers shifting to mobile. We’re fanatical about making the mobile experience simple, easy and rewarding for consumers,” Trumbull said.
Looking forward, Domino’s will continue to focus on leveraging technology to provide the best digital tracking and ordering experiences possible, using the platforms and technologies that consumers already enjoy using.
“Emphasis on technology and innovation has helped Domino’s produce several innovative ordering platforms including Google Home, Facebook Messenger, Apple Watch, Amazon Echo, Twitter and text message using an emoji. By launching our AnyWare ordering platforms, we wanted to demonstrate that we are leading the pizza industry in technology innovation,” Trumbull added.