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Ah, online ordering. Who doesn’t love it? Online ordering makes the ordering process easier, improves order accuracy, keeps costs transparent, and more. And the public agrees: a whopping 86% of consumers report using online ordering services at least monthly, and a third are using it more than they did a year ago.
One of the biggest segments of online ordering is food delivery, which is expected to grow 12% each year, for the next five years (and beyond, we’re sure). In such a booming industry (online food delivery alone is expected to be a $137 billion market by 2023), it comes as no surprise that new ways to order on the web are popping up left and right. Let’s explore five futuristic ways to order online – that are already happening.
1. Order by Tweet
Did you know that on top of catching up on your daily news and memes, you can also order a pizza on Twitter? Domino’s Pizza allows customers to make a “pizza profile” on its online delivery service, create an “Easy Order” (which is like a pizza speed dial), link the pizza profile to their Twitter account, and order simply by tweeting a pizza emoji to Dominos’ Twitter account. Dominos also allows customers to order via Google Home, Alexa, Slack, Facebook Messenger, and more. Ordering via social networks is an interesting thing, and there is certainly already a market for social media-driven online ordering.
2. Order Through Virtual Assistant
You can ask Alexa for the forecast, to play your favorite song … or to order your lunch. Companies such as Just Eat, which has 24 million customers across the globe, are using virtual assistant technology to further modernize and personalize the food ordering process.
Per Storm Fagan, head of product at Just Eat, “It’s as simple as having a conversation with your partner and you’re talking about what takeaway to order of an evening and, as natural as that conversation is, a voice assistant like Amazon Alexa will join in with your conversation. It will know how many people are in your home and what sort of food you like, and they can start recommending food options to you. Rather than us having to go to a website, it’s almost as if Just Eat will exist in your home with you.”
3. Order via Smartwatch
Smartwatches are no longer just for early adopters: in 2018 alone, 141 million of them were sold. With such a big adoption comes another wave of innovation and new features. One example of this is OrderUp/GrubHub, which allows a customer to place an order, track delivery status, and check estimated time of arrival, all through their watch. Expect to hear more about smartwatch functionality in the near future – the market is expected to grow to $73 billion by 2022.
4. Order from Car
Cars aren’t just for driving you to places where you can buy things – now you can buy things directly through your car! Take General Motors, for example. The automaker has launched GM Marketplace in millions of its cars, providing car owners the option to order food and beverages from Starbucks, Dunkin’ Donuts, Wingstop and more – all through the press of a button. Because the vehicles that feature GM Marketplace also have Wi-Fi connectivity, when drivers place an order through their car, it automatically will locate the nearest store and direct the driver how to get there. Although the service is predominantly foodservice-based, GM says there’s a huge potential for retailers to cash in on orders placed through cars.
5. Order with Eyes
Perhaps the most far fetched-sounding method of them all, believe it or not, you can order with your eyeballs. In conjunction with Tobii Technology, Pizza Hut developed Subconscious Menu, which tracks customer eye movement, and suggests pizza ingredients based on what a customer’s eyes focused on. Creepy? A little bit. Efficient? You betcha: the menu can suggest just the right pie for you, out of nearly 5,000 combinations, in 2.5 seconds.
Heidi Orpilla is the Digital Content Specialist at Star Micronics where she creates and manages content for Star’s blog, social media, website, products, and more. Heidi has a passion for writing and has worked in the B2B marketing space for over five years. Prior to working at Star, Heidi worked at a large reseller for six years.