Feasibility Study of E-Marketing Strategy on Fast Food Industry

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FUTURE

What is the Future of e-ordering for fast food?

iTV

Case Study: Domino’s Pizza^*

Interactive TV has given Domino’s Pizza a huge leap in sales.  Having participated in one of the first iTV trials, in December 1998, the pizza is currently on all four of the main platform and has deals with five others.  Sales through interactive TV account for over USD 424,813 of the company’s business per month, a figure that has doubled in the last year.  Chris Moore, Domino’s marketing director, believes that iTV works because it gives the customer control.  “When you order by phone, the person at the end of the phone has control, because they want to get as many orders in as possible.  With iTV, customers have the balance of control because they can browse and take their time ordering”.  Two thirds of the company’s e-commerce business now comes from iTV.

(* Source:  Revolution Magazine July 2001 issue)

DigiScents

Real life shopping is much more stimulating than online shopping.  You can see, smell, touch, hear and even taste the product which is something the internet has never been able to offer.  This, however, could be set to change.  Based on technologies being developed now, buying on the web could become increasingly stimulating.

Digital Scent Technology promises to bring consumers more life-like and memorable experiences with scented interactive games, movies, music, web sites, email, e-commerce, and online advertising.  The technology for smell on the internet is already here with the likes of DigiScent’s snortal portals. 

One of the things that may come out of digital scents is the advent of snortal portals – internet scent enabled portals that allow users to send scented emails, design and register their own smell.

Smell technology has obvious selling points for marketers, particularly in the food sector.  A visit to Nescafe’s site that allows users to smell coffee will stimulate the consumer and go some way to strengthen the relationship with the brand.

Think of this, someday you search the sites (near lunch, of course) and you come upon Kentucky’s site.  Mmmm…smell the chicken?  Click to deliver then!  This sounds funny now but just wait...