Domino's new voice-ordering solution: Dom

 

In the article "Forget Siri, Domino's Wants You to Meet Dom" ,Maureen Morrison empathize the novelty of Domino's voice-ordering app: Dom. Domino's is the first player in the restaurant industry that offers the  voice-ordering capability in an app. This moves reinforces Domino's commitment to technology, in the past the company has also unveiled a pizza tracker that allowed online customers to track the progress of their pizza from when it goes to the oven to when it's on its way for delivery.

 

Besides functionality, Domino's hope consumers to find Dom funny and easy to use. According to a Domino's statement, "Dom is available for a variety of personalized ordering needs – which include taking an order for carryout or delivery, handling saved Easy Orders, suggesting additions to a meal and finding coupons for the best deals. Whatever the ordering need, he is available and ready."

 

As mobile becomes the key channel for marketers, I consider Domino's strategy highly accurate to engage their customers while offering services with additional value. The highest challenge after launching Dom's app, would be maintaining the constant use of it and providing updates to increase its relevance over time.

 

 

Source: Morrison, M (2014, October 5). Forget Siri, Domino's Wants You to Meet Dom. Ad age