Domino' pizza customers are increasingly purchasing their pizza's online however the desktop site is no longer their first port of call. It appears that the App is providing a bigger slice of customers online orders.
Domino's Pizza (UK and Ireland) recently announced that its app had overtaken desktop for the first time to become Domino's most widely used sales channel and that e-commerce sales for the first half of the year were a staggering 24.4% ahead of the same time last year.
Domino's have put this success down to the investment they have made in its 'market-leading' e-commerce initiatives. Domino's has recently invested a further £1.4m in e-commerce with a key focus being simplifying the ordering process so that hungry customers can buy through a few clicks. Domino's have also introduced saved payments with further work being planned to upgrade the customer experience. Domino's hope that very soon customers will also be able to save their favourite baskets as they move towards the ultimate aim of one touch ordering.
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