7 August 2017

SMS ordering to increase customer satisfaction and ROI

Just when you thought online ordering couldn’t get any easier and faster, SMS ordering has made it possible. SMS ordering facilitates faster and more convenient customer orders to further enhance customer engagement and satisfaction, thereby, growing your business and increasing your return on investment (ROI).

SMS ordering is extremely useful and popular as a means of communication. A recent survey conducted by SAP & Loudhouse Research stated that 64 percent of consumers believe that businesses should communicate with customers more often with SMS. Clear and honest communication, such as letting customers know that an order has been received or is on its way, is an integral part of good customer service. Everyone reads their text messages so the fear of information going unread is minimised.

An SMS ordering system can also double up as an SMS marketing campaign by giving customers the ability to opt in for marketing and promotional services. The best customers are your existing ones, customers who already know and use your service. SMS provides an instantaneous marketing tool for all kinds of businesses who want to broadcast new campaigns, promotions, offers or discounts.

SMS ordering cuts down ordering time from minutes to a few seconds. Lunch crowds are the busiest time for fast food chains and a queue-free experience can make a world of a difference in this hypercompetitive environment. To stay ahead of the competition, restaurants and fast food chains have employed SMS ordering to simplify the ordering process and help customers skip the queue. Not only limited to the food and beverage industry, SMS ordering can also be implemented for products and services. Give customers the ability to purchase what they want, whenever they want all with the ease of a simple one-word text message.


In 2015, Domino’s launched its SMS ordering service to simplify the ordering process for its customers. It’s now as simple as texting the word ‘PIZZA’ or the pizza emoji to the Domino’s SMS ordering number. This pizza order can either be a pre-saved favourite or the last order made by the customer. The order will be placed once the customer confirms the order by replying ‘YES’ to Domino’s. All customers have to do is sign up for a Domino’s account with saved personal information, so it’s easier and faster the next time.

In the 2016 financial year, Domino’s reported a record full-year profit of $92 million which is an increase of 43.6 percent from the previous 12 months. Domino’s largely attributed these results to ‘significant organic growth yielding strong same store sales’ and ‘leveraging sophisticated digital platforms while adding 484 stores to the group’. Technological development such as SMS ordering can put a business at the forefront of its competitors.


The fast food chain introduced ‘Subway Now’ in 2009 whereby busy New Yorkers could order lunch via SMS message. Customers simply texted the word ‘MENU’ for a numbered list of Subway sandwiches. Customers then reply with the number of the sandwich they wish to order, and receive a text confirmation and pickup time. This allowed customers to pre-order their food and skip the queue during busy lunch rushes.

Additionally, Subways also asked customers to opt in for special offers via SMS message, increasing its customer database for future SMS marketing and promotions.


Gillette launched this initiative after surveying customers who had cancelled their shaving club subscriptions. From listening to customers, they identified the problem and implemented a solution using SMS ordering to give customers the ability to quickly order new blades, when needed. This format was less restrictive than the subscription but still offered all the ease and speed of SMS ordering.

Customers first chose their blade type and delivery date on Gillette’s website. A ‘Gillete On Demand’ account was created with SMS-enabled ordering options. After the initial sign-up process, customers ordered new Gillette blades whenever they wanted by simply texting the word ‘BLADES’.

There are many ways SMS can be implemented to improve business engagements and transactions. If you’re interested in learning more about how investing in SMS ordering and an SMS marketing campaign can work for your business, contact MessageMedia today!

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