It appears that it is not easy enough to order a pizza by phone or to fill out a quick form on line. Now Domino’s is offering a service where customers can tweet their order, and if you are a regular customer you can just tweet the pizza emoji and your favorite pie will be delivered to your door.
Domino’s is the first to experiment with emoji-ordering, but not the first to use tweets for transactions. Twitter is intentionally trying to move itself from a social network to a place where commerce is conducted. Old Navy and AMC Theaters have tested using tweets with a “buy now”option. Charities have already used texts to accept donations after tragedies.
Think of the service implications this could have for you. Students, the target of Domino’s ordering system, already don’t want to fill out the 20 questions on an admissions application or even the 5 questions on an inquiry card. Maybe instead they will now just want to tweet us the graduation cap emoji and have us count that as an intent to enroll?
You may not be in the pizza business, but Domino’s foray into emoji-ordering could put pressure on you to simplify how customers access your services. You may not be able to offer a customized emoji (yet), but you may want to modify your processes to more closely replicate that option.
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Source: Domino’s to roll out tweet-a-pizza by Bruce Horowitz, USA Today, May 14, 2015, p.5B
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