Dominos cooking success with a focus on improving online customer experience
Whether paying a bill, purchasing clothing or booking travel─ a website’s design and its linkages to payment gateways and the actual delivery of a good or service are all fundamental to the online customer experience.
Rose and Hair (2012) provide an online customer experience framework which defines key steps in a consumer’s online experiences. Read more as I apply this framework to ordering a pizza!

Dominos is the largest pizza chain in Australia, by both store network and revenue. In recent years the Dominos parent company (it is a network of store-owned and franchise stores) heavily invested in online technologies. Key technology investments include GPS tracking of delivery vehicles and an improved website with significant interactivity.

Information Processing
Unlike some media websites, information presented on Dominos’ website is not excessive. I feel capable of processing the various pizza and extras options without being indecisive.
Ease-of-use
Dominos’ website is fast, easy to use and provides enough information without presenting a cluttered portal. Information is neatly arranged and pleasant to transact on.

Usefulness
The website is useful in that it enables me to order pizza expeditiously with minimal hassles.
Control and skill
A key element of recent investments in the site includes improving the online experience, simplifying the transactions and empowering consumers. This is evident as I seamlessly order pizza and being in complete control of the transaction.
Benefits
The website enables consumers to purchase pizza simply and effectively. Compared to traditional approaches of ordering pizzas- telephoning stores, waiting around; it is successful.
Trust and risk
Consumers trust the Dominos site- and the website spells out its privacy and security policies for peace of mind. I feel comfortable using the site knowing it is a large pizza company which has a well-developed, professional website.
Conclusion
The Dominos website is a strong case study on integrating online and offline experiences- at the same time making ordering pizza a simple and pleasant experience.