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Domino’s orders up wearable sales with Apple Watch tracker app

Domino’s is bringing its digital Tracker to iOS customers via a new Apple Watch application that enables users to track orders from the oven to the front door from their wrists.

Fans will now be able to track their order from the time it is submitted, receive alerts when it is placed in the oven and when it becomes ready for delivery or pick-up. The brand previously introduced the Domino’s Tracker for Android-supported smartwatches several months ago, and is now branching out to Apple customers following the April release of the Apple Watch.

“The iPhone ordering app now seamlessly extends the current Domino’s tracker capabilities onto your Apple Watch,” said Dennis Maloney, chief digital officer of Domino’s, Ann Arbor, MI. “The customer can now place a Domino’s pizza order via their iPhone and then check on the status of the order just by glancing at their Apple Watch.”

Leading mcommerce
Domino’s has long been positioning itself as a mobile leader in the food and beverage sector, particularly with its dedication to being first to roll out app-enabled capabilities.

Although the brand has offered pizza delivery for years, the ability for a customer to tap his or her smartwatch and place an order to be brought to his or her home gives it a leg up on other food marketers such as Taco Bell, which are still testing the waters in the mobile delivery sector.

Apple Watch customers will be able to use the Glance feature. Glances offer shortcuts to users’ most frequented mobile apps, with Domino’s Glance displaying a brief status update on a consumer’s current order.

The Domino’s Pizza app also allows customers to create their Pizza Profile, where credit card information and recent orders may be saved for future purchases.

The Domino’s Tracker tool is especially useful for on-the-go consumers who prefer placing orders while on their way home or running errands. The Tracker’s alerts provide status updates and let the user know when he or she should be home to receive the fresh pizza.

The feature is also available for Android Wear and Pebble smartwatches.

Dicing up mobile
Domino’s has ensured that it provides a branded presence in all areas of mobile. This past February, the brand’s virtual ordering assistant Dom, which lets consumers dictate orders via mobile devices while on-the-go, reached a half-million orders since its 2014 launch (see story).

Voice ordering is a strategy that other pizza brands, as well as quick service marketers, should consider employing within their apps.

Meanwhile, cross-partnerships and sponsorships have also proven to be beneficial for Domino’s.

The brand furthered its commitment to mobile by rolling out a promotion for college basketball tournament March Madness that enabled pizza fans to receive 50 percent off an order when placed via the brand’s digital channels, proving that deals offered in conjunction with major events are optimal for food marketers (see story).

“We are committed to launching innovations which provide our customers with new or more convenient ways to place and track their Domino’s order,” Mr. Maloney said.

“The Apple Watch is an important evolution in the smartwatch category and we wanted to provide our customers who choose to use this device with a new level of tracking convenience.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York