Dominos and Tivo show us the future of e-commerce

November 18, 2008

Much of commerce rides on impulse purchasing – you see a McDonald’s sign on the road and hungry, spot a shirt while window browsing and must purchase, or buy a video game after playing a demo at Best Buy. The key to impulse buying is making it fast, easy and on-demand. Tivo and Domino’s are showing how a whole new world may now open up.

TiVo subscribers will be able to be sitting and watching TV, see a Domino’s Pizza commercial or placement in a TV spot and click on on “Order Your Dominos Pizza Now.”

I’ve always believed that the easier, faster and simpler something is made, the more you’re likely to use it. Assuming this well targeted – an assumption I’m making – Domino’s will now reach people at the right time and place (4pm on a Football Sunday) to suggest it’s time to order the pizza. And, yes, I think even cutting out the need to go to a Website or phone to place the order will help them succeed. After all, if one TV in-show ad suggest calling the pizzeria and another says just click a button, which one do you think the true couch potato will use?

Next up, reminding and letting guys order Valentine’s Day gifts without breaking away from the basketball game….

Check out the screen shot from Zatznotfunny.com