IDG Contributor Network: Domino's tests brilliant one-click buy for the physical world

Pizza chain Domino's is testing an e-commerce tool that is so obvious it could be brilliant. It's a big, physical button that you press to instantly order a Domino's pizza delivery. It's so simple that it may just have an oversized impact on purchases.

Although the button has several limitations and is for now only an experiment offered in the U.K., it does demonstrate Domino's mastery of pizza sales via online, mobile and social media.

Domino's has never been about the pizza; it's about convenience and speed. In the '80s, the convenience meant that a hot pizza was just a phone call away. That remains true 30 years on, but the chain has not been slow to add other ordering options. If a consumer has chosen to go for a convenience fast-food pizza, Domino's wants to make its pizza the easiest to get.

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