Domino’s Launches IFTTT Integrations For Smarter Pizza Delivery

What Happened
Domino’s continues to explore the use of digital technologies in pizza delivery as the company announces a new integration with IFTTT. For those uninitiated, IFTTT, an acronym for “If this, then that,” is a platform that allows users to create customized, conditional interactions between apps, online services, and other connected devices.

Previously, Domino’s has created a few applets on IFTTT to facilitate sync-up between pizza ordering and other app-based actions. Now with the new integrations, the pizza chain is allowing customers to automate their smart home devices based on the status of their pizza delivery. For example, they can set up an IFTTT action that automatically turns off their connected sprinklers or turn on the porch lights when their pizza delivery is arriving.

What Brands Need To Do
Domino’s is no stranger when it comes to leveraging digital tools to enhance its customer experience with a tech halo, notably for its experiments of “one-click ordering.” The company previously created an Alexa skill and a Google Assistant action for ordering pizza via voice command. This IFTTT integration is a natural step as the company continues to dive deeper into the smart home space to optimize its pizza delivery experience for the tech-savvy customers.

The smart home is a new frontier for brands to explore, with emerging connected devices offering brands a way to reach customers at home and unlock new experiences. According to IHS Markit, 80 million smart home devices were delivered worldwide in 2016, a 64% increase from 2015. And that number is only set to grow. For brands looking to improve their retail or customer experiences, Domino’s sets an example in how new digital tools can be applied to better serve connected consumers at home.


Source: Engadget

Baskin-Robbins Gears Up For Super Bowl With In-App Promo

What Happened
Gearing up for the upcoming Super Bowl Sunday, Baskin-Robbins is aiming to drive more customers to try out its mobile app with a digital coupon for its Polar Pizza. The brand is hoping that by offering a discount for a popular party item it can cater to the football fans hosting Super Bowl parties and establish a mobile touch point. The app features a store finder that can help customers locate the nearest BR shop.

Moreover, Baskin-Robbins is also leveraging third-party weather data to deliver relevant messaging to customers in different locations. For example, the company would surface messaging in its digital channels to drive people to local BR locations when an unseasonably warm day occurs.

What Brands Need To Do
As brands continue to leverage mobile to reach local customers, it is important that they take big media events like the Super Bowl and local contextual data into account. Last October, IBM began to integrate weather data it acquired from The Weather Company into its marketing solutions so as to improve the relevance of targeted ads for its clients. With more and more contextual data at disposal, brand marketers will need to adopt a mobile-focused, data-driven strategy to reach customers in the right context at the right time.


Source: GeoMarketing