In-Car Hands-Free Pizza Purchasing
US pizza brand Domino’s has teamed up with American car manufacturer Ford to create its first fast-food e-commerce app integrated with an automotive telematics system. Later this year (exact launch still to be disclosed), registered users of the Domino’s app will be able to place an order, hands-free, while driving.
The feature will appear as an additional extra on Domino’s existing mobile app. Customers with a pizza profile on the app will be able to order from their favourites list through a short series of voice-activated steps – allowing them to safely continue driving. Ford’s Sync AppLink – software that comes pre-installed on select vehicles and is available as a software update for many others – makes this possible. It hopes to place the technology in 3.4 million vehicles during 2014.
“Customers want to order using technology, and on a number of different platforms,” Domino’s chief executive Patrick Doyle explained to business newswire Forbes. “The Sync system will make it easier for someone to order from Domino’s for either delivery or pick-up than it is for them to go through a drive-through window.”
Sync AppLink allows users to synchronise the applications they have installed on their phone with the telematics system in their car, allowing them to control designated smartphone actions via voice commands delivered through the system. As Ford expands this system to cover more apps, it could enable a whole range of streamlined in-transit app controls.
For more on the trans-industry collaborations are taking retail to new places, see Collaborations: Beyond the Shop Floor in our Anywhere Retailing Industry Trend. See also Digital Dining and Media-Enhanced Pizza Packaging.