IndiaRetailBiz

Domino’s new service is not about technology, it is about what it likes to call as “precision marketing.” We are going to hear a lot about this, or similarly sounding terms, in the coming years, as customisation of orders is going to become the “mantra” of the “future of marketing.”

The US$ 5 billion, giant pizza chain, Domino’s is introducing a new service that will allow customers to place orders for yummy, piping hot pizzas, of their choice through their web enabled cellphone. Initially, the service will be available in almost 50% of the Domino’s pizza (2,500 of the 5,128) stores across the U.S.

Customers could place their orders on a specially designed website mobile.dominos.com, whose interface while optimising speed would adopt any screen size of the phone.

With a password, “all orders saved on the system will carry-over to their mobile device — including any coupons associated with the order,” said a Domino’s statement.

“We learn a lot about customers’ preferences when they’ve established a record of ordering from us online,” says Tim McIntyre, vice president/communications. “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.” he adds.

“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.”