Food, Glorious Food
Customised shoe and clothing designs are already familiar features on big brand sites. But my favourite example of this technology’s application so far has come out of left field - Domino’s Pizza. As featured on Adverblog, the delivery company’s ‘Pizza Builder’ function allows customers to create their own combination of toppings before ordering.
Apart from being extremely convenient and a lot of fun, it can become a small social activity and talking point for a group of friends. This only adds to the site’s stickiness and with a limitless range of customised pizza options, you are not likely to exhaust the menu for a very long time. If a health kick is more your thing, Tesco’s Healthy Living Tracker is a fantastic new site that allows you to input your daily food intake (right down to the specific product brand and portion size) to assess - and improve - your day to day diet. At the point of registration, they cleverly ask for your Clubcard details – no doubt to fine-tune the offers that will be sent through in the future.
This is an unashamed example of Tesco vying for Weight Watchers’ top spot in the healthy eating market (right down to implementing its own points system) and, in Tesco’s favour, there is no fee to join. The whole site has the look and feel of a journal that, dependent on the degree of information you input, delivers an entirely personalised stream of appropriate eating recommendations.
It’s an extremely intelligent tool from their perspective - actively encouraging purchase, engendering store loyalty and growing their data insights into customer behaviour. But ultimately the user does very well out of it too and that will be the key to its longer term success.
