Kinds of E-Commerce Domino’s uses.

Domino’s uses B2C and B2B E-Commerce.“Business to Consumer (B2C) e-commerce occurs when a business sell products and services to customers who are primarily individuals.” “Business to Business (B2B) e-commerce occurs when a business sells products and services to customers who are primarily there businesses.” (Information Systems Essentials, 3rd Edition. McGraw-Hill Create 148). page(147-148) Domino’s Pizza claims to be the first one in the world to utilize the internet and interactive TV pizza ordering system. Since 2006, Domino’s Pizza has been trying to expand and push their customers to order online and throughout mobile devices athttp://www.dominos.com/. And indeed they succeeded with that. In 2009 Domino’s exceeded over $1.37 billion in online sales, which is almost a quarter of their total revenue for that year. Being that successful, in 2009 Domino’s launched their Pizza Trackerapplication, which allows customers to watch the progress of their order in real time. Customers are now able to see the entire Pizza making process online, beginning with the name of the person making their pizza and ending with approximate delivery time and the name of the driver delivering it. For B2B services Domino’s can sets up accounts with other businesses and organizations such as schools, corporations or event caterers and supplies them with pizza products at a discounted rates.

Domino’s Internet Business Model.

Domino’s uses B2C Internet business model. Online ordering is the fastest growing segment for Domino’s and as the Domino’s IT Director Jane Kimberling said “The web site is, without a doubt, the most important thing we do – if something is taking up such a significant part of your delivered sales, you cannot afford for it to be down or not running properly.” (http://www.computing.co.uk/computing/analysis/2237657/domino-uses-grab-bigger-slice-4503691#ixzz12pDce6Ku) Domino’s uses their website http://www.dominos.com/ and attracts customers by providing easy to order platform, pizza tracker, special coupons and offers. Also one can find local stores as well as corporate information and career services as well.Domino’s Pizza haven’t utilized their website for B2B business model as of yet. In order to set up an account for B2B one has to call in or email a local store to place a large order.
Domino’s Marketing Mix.In the beginning of 2010, Domino’s launched their campaign called “Pizza Turnaround”, a campaign in which they wanted to get feedback from customers on how to improve its pizza recipe.“The company paid to create a commercial featuring someone who says, "Domino's pizza crust to me is like cardboard.” But through admitting that its product wasn’t perfect, Domino's was promising to make it better.” (http://www.msnbc.com/)Although, a lot of critics said that this type of campaign would never make them successful, they were wrong. Thankfully to this campaign, Domino’s Facebook, and Tweeter pages became more like customer service forums, where users from all over the world commented and suggested their own recipes and ways to improve pizza, and by March of 2010, Domino’s introduced their new tomato sauce and garlic crust. This was not an ordinary way of marketing and company took a tremendous amount of risk by presenting it, but it paid off at the end. With the new recipe Domino’s revenue went up in the third quarter.Domino’s actively uses a variety of marketing tools. Besides the use of media ads, such as TV and radio, they use banners, posters etc. The biggest and the most successful tool for Domino’s is Internet. Domino’s Pizza utilizes the use of online ads, which are “small advertisements that appear on other sites” as well as viral marketing that “encourages users of a product or service supplied by a B2C e-commerce business to encourage friends to join in as well.” (Information Systems Essentials, 3rd Edition. McGraw-Hill Create 157).

Payment System

Domino’s Pizza accepts a wide variety of payments, cash, checks, credit/debit/smart cards. One can either pay online at the time of ordering or in the store at the time of pick up or directly to the delivery driver. About two months ago, Domino’s partnered with ACI worldwide, Inc. to strengthen their payment processing system. “New York, N.Y. – Aug. 25 2010 – ACI Worldwide, Inc. a leading international provider of electronic payments software and solutions, today announced that Domino’s Pizza, Inc. has partnered with ACI to consolidate payments processing, add more features and improve personalization for customers ordering online. The new system enables Domino’s to accept new payment types in the future, and will be available across all locations.” (http://www.internetretailer.com/2010/08/31/dominos-pizza-chooses-aci-worldwide-payment-processing)