DOMINO’S PIZZA ON XBOX

Multi-million pound e-commerce, spanning eight digital platforms

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ONE APP, TWO WORLDWIDE FIRSTS

Our fruitful ten year relationship with Domino’s Pizza has seen us collaborate to produce apps and websites for a diverse collection of devices, screen sizes, platforms and operating systems. The most recent chapter in our journey has seen us team up with Microsoft and Domino’s to create the first global transactional app not using Microsoft Wallet for the Xbox One video game console, and is also the UK’s very first fast-food app on the device.

Domino’s Pizza have long been acute innovators in the digital realm, uncovering useful and exciting ways to bring their world-famous pizza brand even closer to their loyal customer base. Not content with a series of mobile platforms that generate £5 million in sales per week, Domino’s wished to further expand their reach to customers. They identified gamers as one of the core pillars of their business strategy, and with gaming and pizza often going hand-in-hand they sought a way to become an integral part of this relationship.

EXPANDING THE DOMINO’S BRAND ACROSS THE MICROSOFT ECOSYSTEM

Using the experience, resources and understanding we’ve built of the Microsoft ecosystem through our development of the official Domino’s apps for Windows Phone 7, 8 and Windows 8.1 tablets, we worked with both parties to provide gamers with a seamless and intuitive ordering system that makes full use of Xbox One’s advanced capabilities.

The fully native app, which harnesses the power of Xbox One with Kinect and SmartGlass voice recognition technology, allows users to order pizza with a series of simple voice commands or hand gestures. We also worked with Domino’s to implement their popular pizza tracker into the app, making use of the ‘snap’ function to let people keep an eye on their order progress from anywhere on the console.

Other transactional apps for Xbox One, which typically provide digital content and media streaming services, have relied on Microsoft Wallet for their payment infrastructures. At the request of Domino’s, we instead used their preferred payment platform, allowing us to build and implement the very first Xbox One app to use an alternative system to Wallet. Our implementation represents a developmental first for the platform, and allows Domino’s to continue to maintain their desired cross-platform structure.

Maintaining the seamless multichannel experience

Using the experience, resources and understanding we’ve built of the Microsoft ecosystem through our development of the official Domino’s apps for Windows Phone 7, 8 and Windows 8.1 tablets, we worked with both parties to provide gamers with a seamless and intuitive ordering system that makes full use of Xbox One’s advanced capabilities.

The fully native app, which harnesses the power of Xbox One with Kinect and SmartGlass voice recognition technology, allows users to order pizza with a series of simple voice commands or hand gestures. We also worked with Domino’s to implement their popular pizza tracker into the app, making use of the ‘snap’ function to let people keep an eye on their order progress from anywhere on the console.

Other transactional apps for Xbox One, which typically provide digital content and media streaming services, have relied on Microsoft Wallet for their payment infrastructures. At the request of Domino’s, we instead used their preferred payment platform, allowing us to build and implement the very first Xbox One app to use an alternative system to Wallet. Our implementation represents a developmental first for the platform, and allows Domino’s to continue to maintain their desired cross-platform structure.

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