[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2015\/04\/21\/dominos-e-commerce-a-pizza-business-and-their-secret-sauce\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2015\/04\/21\/dominos-e-commerce-a-pizza-business-and-their-secret-sauce\/","headline":"Domino’s e-commerce: A pizza business and their secret sauce","name":"Domino’s e-commerce: A pizza business and their secret sauce","description":"What makes the pizza purveyor a digital pioneer? Learn about Domino's e-commerce strategy and how it's transforming their empire.","datePublished":"2015-04-21","dateModified":"2022-12-03","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/kevin-carlson\/#Person","name":"Kevin Carlson","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/kevin-carlson\/","identifier":55,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/adfd0eb8645b56bf7c63f06a6c2c595bc7311eff0f1719b8081fa78654dbb9b1?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/adfd0eb8645b56bf7c63f06a6c2c595bc7311eff0f1719b8081fa78654dbb9b1?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/04\/Dominos-e-commerce.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/04\/Dominos-e-commerce.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2015\/04\/21\/dominos-e-commerce-a-pizza-business-and-their-secret-sauce\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sales\/crm\/","name":"CRM","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_relationship_management","http:\/\/www.wikidata.org\/entity\/Q485643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/e-commerce\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]}],"wordCount":707,"keywords":["Customer Engagement","Customer Experience | CX","Customer Service","Digital Commerce","E-commerce","Ecommerce","Marketing","Omnichannel","Retail"],"articleBody":"By definition, any\u00a0company that sells a product to an end consumer is a retailer. Most retailers have specialties, whether they sell a single product to a specific audience, or a vast array of products to the general public. What they all have in common is the \u201cmachinery\u201d of retail \u2013 they\u2019re all trying to discover the most efficient way to get a product in front of a potential buyer. And of course, close the sale.Borrowed from the real estate world, the traditional mantra for retail success has always been \u201cLocation, Location, Location.” Today, however, that \u201clocation\u201d has been heavily influenced by a two-decade-long migration to the online world. And believe it or not, one of the earliest retailers to recognize (and act on) this trend was\u2026Domino’s Pizza.      Digital transformation in the food industry: Trends, examples, and benefits                Digital transformation in food industry has accelerated as food companies aim to become more efficient and resilient.      Domino’s e-commerce strategy: Transforming food retailDomino’s was an early success e-commerce industry, known for being one of the first companies to offer online ordering \u2014 they\u2019re still one of the few restaurants in my area that do. Domino’s e-commerce efforts build on this success by continually rolling out new innovations early and often. They capitalize on what succeeds and quickly discard what fails. But what\u2019s most important is that they have never let their failures stop them from trying new things.Brick-and-mortar retailers that have traditionally thought of the \u201clocation\u201d mantra as a physical concept should now be thinking of the online world as their new primary \u201clocation\u201d, and use it as a place to find new and innovative ways to attract buyers.Your online location should also be the quickest and easiest location for your shoppers to access. And since it\u2019s typically easier to try new things online than it is in brick-and-mortar, it should also be the place where you try new things. All the time. Evaluate constantly to determine what stays and what goes. Do this repeatedly. If you don\u2019t, your primary location will lose its luster, and your shoppers will turn to a competitor that hasn\u2019t.Struggling with what to do next? Focus on three areas:Talk to your Customers:Find out why they order and why they don\u2019t. How can you make their lives easier? This is going to be different depending on product and customer segment. For a deeper dive on this, see my prior post where I discuss Jeff Bezos\u2019 viewpoint,\u00a0\u201c\u2026if the focus is customer service, you\u2019ve already missed the customer experience.\u201dTalk to your Technical and User Experience\u00a0Experts: Even if you\u2019re already taking advantage of every capability your platform has to offer, you\u2019ll never get the most from your e-commerce operation until you leverage your most precious resource, your technical and user experience staff. They have a deep understanding of your business and unique perspective on your customer base. Make sure you\u2019re listening to what they have to say, and more importantly, make sure they know they have a voice.Watch your Competitors: If you\u2019ve already pursued the first two items above, you\u2019re most likely already one of \u201cthe watched\u201d and not really a \u201cwatcher\u201d. But it\u2019s always smart to pay attention to anyone who is trying to reach your customers. Just make sure it\u2019s not your primary focus or you\u2019ll end up looking like a follower to a customer base that is looking for a leader.Regardless of what kind of retailer you are, remember that innovation can come from anywhere. The key to getting to the top (and staying there) is to make sure that you\u2019re trying new things; never be afraid to fail. Pay attention to everything and everyone; because you never know where you\u2019ll find the inspiration for your next great idea. Who knows, you just might come up with it halfway through a delicious pizza and breadstick combo.  Tariffs. Supply chains.Customer expectations. C-suite expectations. Everything you need for retail success, none of the fluff.Download the market analysis\u00a0HERE.This post first appeared on Carlson on Commerce and is syndicated here with permission."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"04","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/04\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"21","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/04\/\/21\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Domino’s e-commerce: A pizza business and their secret sauce","item":"https:\/\/www.the-future-of-commerce.com\/2015\/04\/21\/dominos-e-commerce-a-pizza-business-and-their-secret-sauce\/#breadcrumbitem"}]}]