This brand's story is a further proof that friction on consumer path is dangerious

Even if you don't sell Pizzas or not into retail, you have many intriguing lessons to learn from this Legacy Pizza Company.

Note: The Key lesson here is appreciated when you read to the end.

Frictions on your consumers' buying path are both dangerous and inimical to optimal sales and growth. Domino’s, a Pizza company that have provided 15 channels for its customers to order for Pizzas is a living proof of this.

Back in the early years of Domino’s, over 50 years ago, ordering Pizza was simple –customer walk into a favourite restaurant, tell them their name and make an order. So, restaurants are just required to open shop’s doors daily, get the staff together, pray and wait for customers to just walk in and buy.

While the Pizza Company would like to stick with this old approach, the current realities would not allow for it. That is why, over the past five years, or so, Domino’s have been devising ways –leveraging technology -to recreate their customer experience.

The Chief Digital Officer of Domino’s Dennis Maloney in a story on ThinkWithGoogle, has this to say;

“Five years ago, our web-based ordering was a cumbersome process. From the time people landed on our homepage to placing an order, it often took more than 25 steps. That was way too long and complicated. We lost a lot of people. “

Domino’s next strategy brought the number of step to five. “Once people could order faster, conversion rate went up.” Today, according to the company, more than 60% of orders are made online with more than half of those orders coming through mobile. "

But as tech advances, customers’ expectations rise. Domino’s is not left out in this challenge too as Dennis Maloney explained. “…our customers began to expect faster, even more frictionless ways to buy. We continue to challenge ourselves to remove more and more frictions.” This lead the company to now offer a mobile experience that involves a zero-clicked ordering process.

That story is a brief insight into how, thanks to technologies, the consumers are becoming empowered. Like the proverbial Oliver twist, every facet of their journey is full of demands, demands and more demands.

From the time a product need is felt to when the actual purchase is made, consumers rely more on the mobile phones in their hands to make informed choices. More often than not, those choices are made long before a contact is made with a company representative.

Read Also: Emerging consumer demand creates new roles for businesses (you can only ignore at your own risk)

The speed at which brands are introducing compelling new experiences is also, only accelerating. We’ve not seen anything like it before, says Jason Spero, Google’s VP of Global Performance Solutions.

Removing frictions through innovative –modern-day strategies will revamp consumer’s perception of your brand and business.

As noted, technologies changes go with higher consumers’ expectations. Today’s empowered, mobile first consumers are more verse and almost overly impatient. They expect businesses and brands to know what they need, when they need it, and as well as deliver same almost instantly and with the highest precision. 

 The ability for brands to take care of this consumers demand makes a difference between merely doing business and growth-bound business. And those who invest in creating memorable experiences will win users’ hearts, minds, and ultimately, Naira (or dollars.)

How are you helping your consumers make their decision to buy from you seamless?

Read Also: How to exceed sales target through digital selling (like this company’s sales team)