When you think of the best Web experience, you may not think of pizza first.
Over the past 5 years, Domino's Pizza has created an impressive immersive digital experience comparable to many traditional e-commerceBusiness brand.
As we all know, Domino has both image problems and sales problems in the mid-20th century.
The stock price of the company has reached
The 2008 TIME low was about $3.
Compared with one stock, the price today is $211.
At about that time, Domino made a comprehensive overhaul of its ingredients, recipes, and menus.
Although they have made great progress in product quality, what do they do in terms of technology and e-commerce
Breakthrough in business innovation.
There are so many businesses talking about digital transformation today, and over the past decade, Domino's outgoing CEO, J.
Patrick Doyle's tenureis is a case study of how digital transformation brings business value.
Earlier this month, I sat down with SVP Kelly Garcia of Domino's e-commerce development and emerging technologies at CES to discuss the company's technological changes.
Here are some key points in our conversation.
Three key elements of Domino's digital transformation know that a world requires a lot of technology investment. class e-
Business experience, from the board to the CEO, everyone at the top needs to join, which is critical.
In 2012, Chief Digital Officer Kelly and Dennis Maloney went to the board to outline the threats facing the business.
They came up with the idea that in order to survive, they had to start seeing themselves as an "electronic Man"
A commercial company that happens to sell pizza.
"The CEO has trusted and fully supported this vision, and once the board has also supported it, the technology plan is funded.
While gaining top-down support, it is essential to develop a strong culture in the company.
In the early days, they used the vision as a means to recruit talent.
When they start to see success, culture becomes a passion and excitement with little turnover.
Kelly stressed how important it is to lead team members to be aligned as partners during this time.
Some organizations fail because of high-level friction, setting a difficult example for the rest of the company.
With the help of an excellent analytics team, Domino is able to conduct A/B testing on every new tool and process they implement.
In essence, digital products, especially those based on sorting, provide a lot of data.
By understanding what the bottom of the drive is-
Both across the board and in franchise, production line results and sales can offset costs and prove value.
This, in turn, enables them to have more budgets and funding to expand the areas in which they are working.
As brand image becomes a key area for improvement, Domino's new unified technology
Forward vision is widely shared across all channels, revenue channels and payment channels.
For brands, it is important to be transparent about the needs they need to change and the huge investments they make in digital transformation.
In addition to investing heavily in telling consumers about their new digital products, they have built platforms like Think Oven to keep both
The way to talk to them.
According to Kelly, from the beginning, it is important to promote a culture of marketing and it teamwork and strategic alignment.
According to Kelly, Domino's success can be explained in two different stages.
The first phase of their transformation is based on the right fundamentals.
The brand knew that the industry was moving in the direction of mobile, so it took mobile-first approach.
By building the world
With a strong response experience, Domino's business model has undergone a fundamental transformation.
Mobile devices account for half of their digital sales, and digital sales account for most of their sales.
Mobile Excellence is combined with a/B testing to find out effective ways and develop powerful consumer profiles, laying a solid foundation for Domino's construction.
The second main stage of the process is surprise and joy.
The company has implemented a strategy that enables customers to order on their favorite devices anywhere in any way they want.
This is the beginning of their innovative ordering platform, Domino's AnyWare.
Today, customers can use Apple TV, Google Home, Amazon Echo, Ford SYNC, SMS, Samsung Smart TV, smart watch, in-
App voice assistant and other emerging platforms as well as messenger via Twitter, Slack and Facebook.
The platform diversity of their solutions also allows Domino to attract top talent to product development.
The other side of the surprise and pleasure phase is to implement loyalty programs that reward Domino's best customers and keep them away from competition. What’s Next?
In 2018, when asked what he was most excited about from a technical point of view, Kelly emphasized that voice interface and conversational commerce were key areas for continued growth.
He believes that this is the next wave of mobile next mobile, conversational commerce is the future 3-5 years.
With all the challenges enterprises face in trying to make a digital transformation, the main lesson learned from dominoes may be that it is essential to master the fundamentals correctly in the first place.
This requires patience, but build this base while getting the purchase --
From the whole organization, it is necessary before moving shiny new objects.
Kyle Huang is the founder and CEO of pixlee, the UGC visual marketing platform.
Follow him on @ kwong47.