Finally, Consumers Can Order Domino's Pizza By Cell Phone

Domino's Pizza is out with mobile ordering, which enables consumers to place orders over their cell phones. No, no--not by actually calling the local Domino's and speaking with a person but by using the cell phone to navigate to a Web site, where an order may be placed.

The company will promote mobile ordering via the Web, including its own site, as well as through its database of customers, says Tim McIntyre, vice president/communications. "We'll also include tags on future TV spots and prints advertising," he adds.

The precision and print marketing department is in charge of print and, well, precision marketing, which communicates with customers who opt-in and want to learn about Domino's new products and promotions.

"We learn what they want individually, and we can send them messages when the products and promotions we're offering appeal directly to them," says McIntyre. "Likewise, we learn a lot about customers preferences when they've established a record of ordering from us online.

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Domino's is targeting its core audience, the 18-35 age group, with the mobile ordering option, "but the broader target audience is anyone who has a Web-enabled cell phone--this is growing every day--and who likes pizza--and who doesn't?"

"We learn a lot about customers' preferences when they've established a record of ordering from us online," he says. "If some people always go for price deals, we can promote price deals to them; if they seem intrigued by new products, we target them whenever we launch something unique and different. Precision marketing is about recognizing people's individual personal preferences.

Domino's uses the term "precision marketing" because it speaks to the future of marketing. "Today's consumers are all about customization," McIntyre says. "Notice how many variations of soda there are these days. When companies are offering things like diet-black cherry-vanilla-cola-with-an-espresso-undernote, you're talking customization.

"It's not exactly like having [your own] personal marketing guy, but it's close."

At Domino's, having a vice president of precision and print marketing goes right along with the culture, where the marketing department is called "Build the Brand," and the human resources folks are "People First."

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