3 Companies Gaining Customers With Innovative Ordering Options

Dustin Caudell
Wed, Apr 27, 2016
Customers can now order a pizza with an emoji.
Customers can now order a pizza with an emoji.

One of the primary drivers of consumers flocking to e-commerce channels for regular purchases is convenience. Forbes suggested people still love brick-and-mortar stores for shopping trips or to speak with experts, but customers prefer online options when they need particular items quickly and without hassle.

Many businesses have recognized simplifying the purchasing process for regular online customers keeps shoppers coming back. Here are a few ways businesses have provided consumers with simple ordering and inventory management systems:

Amazon's New Dash Button
Amazon is often seen as the gold standard when it come to innovative supply chain logistics management. From using drones to deliver goods to showcasing inventory through online fashion shows, the company looks for new ways to provide consumers with information and service necessary to stand out as the go-to option for online shopping.

Now, Industry Dive reported Amazon wants to give consumers a chance to order basic goods instantly. Customers can order an Amazon Dash button, a small device people can place in their homes and push every time they run out of laundry detergent, toothpaste or soda. For example, a customer can place a Gillette Dash button in their bathroom and use it to order more razors the second the need arises.

This new ordering device promotes convenience while also keeping consumers loyal to Amazon and particular brands. Providing a simple solution for food and toiletries helps e-commerce expand into new markets. Popular Science suggested the Dash strategy will be particularly effective if in the future Amazon provides a device customers can program themselves so service isn't limited to a few products.

Giving Loyal Customers Special Treatment
Time will tell if creating a device specifically designed for one-click ordering will pay off, but many brands already use a digital version of the process to promote loyalty. The Eater blog detailed how Domino's Pizza allows customers to place an order for delivery by texting an emoji of a pizza to their local store.

Domino's tried a variety of ordering strategies to attract mobile customers. The company gave consumers options to receive a pizza through smartwatch orders or voice commands in the past. When businesses recognize a shift in consumer preferences, like the desire to make purchases through mobile devices, the distribution and inventory management system has to be ready to respond.

Not only can Domino's customers use their phones to order pizza, but they just need to send a single image to get their usual meal delivered to their front door. This kind of specialized treatment for loyal customers often prompts repeat business.

A Solution for Every Business
Simple ordering procedures aren't just tactics for more major brands, many small businesses employ similar options to stay relevant to modern consumers. The Spire Advertising company shared the example of a local pizzeria that introduced an online order form to compete with the major franchises. Using the small business's online platform, customers can save their information, see menu options and design their order around specific requests.

As companies introduce quick and simple ordering processes to consumers, they need to make sure internal data collection systems can utilize the information just as quickly. For example, when orders come in from online platforms that allow customers to make specifications, the employees in charge of constructing goods should be able to see the details on mobile data collection devices to ensure they have real-time insight into particular demands.

Customers want the convenience of simple ordering procedures and businesses need the internal information infrastructure to run them effectively. With the right data collection solutions, businesses can test the effectiveness of new strategies without forcing consumers to trade speed for accuracy.

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