Dennis Maloney has helped Domino’s Pizza Inc. customers order pizza from mobile devices in a dizzying array of ways. Using an emoji to order your favorite pizza? Yes, it’s possible at Domino’s. Ask Amazon’s Echo for your favorite pie? Your meal is on the way.
Maloney, vice president and chief digital officer for the pizza chain, is keeping a close eye on mobile advertising as the next way to grow his business in 2016. Before joining Domino’s in 2010, Maloney was with Coca-Cola developing its e-commerce capabilities. For 10 years prior to that, Maloney worked at Procter & Gamble and Reflect.com, a P&G subsidiary and its first Internet brand focused on beauty care.
The editors of Mobile Strategies 360 interviewed Maloney about his company’s mobile achievements, the mobile initiatives he is currently working on and the mobile trends on his radar. We also asked for tips on how to get the biggest return on mobile investments.
Q: What is the one piece of advice you would offer to another mobile executive looking for help growing his mobile strategy and ROI?
A: Focus on the customer experience with an eye to creating the most streamlined version possible at the core. Once that is solid, add in any other functionality which is available on other platforms without significantly complicating the experience. This last part is the biggest challenge.
Q: What mobile trend or trends are you keeping your eye on for 2016 and why?
A: We expect mobile advertising to continue to grow and evolve at a fantastic pace as these devices become the primary interactive device for more and more consumers. Brand experiences will need to continue to evolve to match consumers’ expectations as this growth continues.