Online sales now account for 71% of Domino’s total delivered orders in the UK, with 1 in 8 UK population now having downloaded the pizza chain’s app.
Domino’s appears more than comfortable with consumers’ towards mobile commerce, despite a security breach last year.
In the UK and Ireland, over 44% of orders came through a mobile device. The company has released free iPhone, iPad and Android apps from which customers can place an order.
In a statement. Dominos said: “High quality information technology is key to running our business successfully, both in providing efficient systems for franchisees in the stores and e- and m- commerce, which enables customers to order our pizzas easily.”
In 2014 the company “enhanced” its mobile app, launched a new website and diverted marketing funds into digital media.
Domino’s said customers who shop online now have a higher rate of conversion, spend more per visit and visit more frequently.
Analysis- an age of ‘all commerce’?
Phil Stelter, managing director of Unique Digital commented: “Today, it’s all about instant transactions. Domino’s staggering sale surge, with 1 in 8 of the UK population downloading its mobile app, demonstrates the rising power of this channel. Consumers want pizza now rather than picking up the phone, and apps can provide a quick and convenient solution.
“Our own YouGov research reveals that a quarter of consumers complete instant transactions on a smartphone or tablet rather than searching and completing their purchases in-store or on a PC or laptop. We are at the start of an all-commerce age: terms such as Ecommerce and Mcommerce are set to be consigned to the dustbin of history. The days of consumers just searching for items on mobile devices are gone: purchases are being completed on the same device with increasing regularity now.”