Dominoes announced a partnership with automotive commerce platform Xevo Market to create an app that lives on the infotainment touchscreens of connected cars. It will allow consumers to tap a few selections to order a Domino's pizza for pick-up at their nearest store or for home delivery while they're driving.
The feature will begin rolling out to "millions" of vehicles beginning in the second quarter of 2019, says Brian Woods, chief marketing officer of Xevo. The company's technology is currently in about 25 million cars.
It'll be interesting to see the capacity of richness of data that comes in with tracking exactly when and where customers make an order, and optimize operations to ensure deliveries are on time.
"The app is a way to glean insight into where customers are when they make an order, making sure a delivery is timelier," said Chris Roeser, director of digital experience at Domino's. "We have a long history of finding ways to minimize friction and make the access to pizza much easier for our customers," he said. "We view this as another entry point."
"It leverages vehicle data combined with what Domino's already knows about its customers," says Woods. "With just a couple of touches of the screen, we can place the order at the right Domino's, estimating the time of arrival, so that the pizza is hot and waiting for them when they arrive."
Connected cars offer advertisers an abundance of opportunity when it comes to location data. According to a 2016 McKinsey & Co. study, 55 percent of 3,000 people surveyed said they would be open to exchanging their connected car data for better car services and experiences. The same study found that monetizing car data could grow to $450 billion by 2030.
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