Users Can Now Place A Mobile Order From Dunkin’ Donuts Via Amazon Alexa
The integration with Alexa sees the popular chain expanding order-anywhere accessibility and advancing its voice strategy.
Dunkin’ Donuts has now made mobile ordering available via Amazon Alexa, a move that sees the chain expanding its offerings in accordance with rapid growth in consumers’ searches and brand interactions via voice.
With the just-launched integration, customers can now place a mobile order for Dunkin’ Donuts coffee, beverages, baked goods and breakfast sandwiches on any Alexa-enabled device, and then skip the line for pick-up. Essentially, it’s aimed at shortening wait times and improving customer satisfaction in the same way as DD’s On-The-Go Mobile Ordering app — only now, voice functionality is included through Alexa.
“Our integration with Amazon Alexa is our latest innovation to better serve members of our DD Perks program, which remains one of the fastest growing loyalty programs in the quick service restaurant industry, with nearly 8 million members,” said Stephanie Meltzer-Paul, VP, Digital and Loyalty Marketing for Dunkin’ Donuts U.S., in a statement. “As a brand, we are always looking for ways to fit seamlessly into our guests’ daily routines and provide new levels of convenience and speed.”
The Voice-First Transition
As we’ve written previously, an estimated 40 percent of searches today made by U.S. adults are spoken — and over 43 million people in the U.S. now own a smart speaker such as an Amazon Echo or a Google Home device. As such, expect to see brands continue to make moves similar to Dunkin’ Donuts when it comes to meeting and serving customers via the interfaces they prefer.
One thing Dunkin’ appears to be doing right? Bridging the gap between simple voice commands that are already fairly ingrained behaviors (“Alexa, play jazz”) and the as-yet somewhat nebulous use-case of more complex voice commerce (“Alexa, order me a white chiffon dress from Nordstrom”). DD’s integration allows customers to do something they’re already accustomed to — placing a simple mobile order on-the-go — but to do it hands-free via voice.
As use cases like this proliferate, expect to see consumers become more comfortable with diverse voice applications. But it’s not going to happen over night: For now, marketers can work on building out a voice strategy and surfacing in voice search results — mission critical, as voice searches are already projected to rise to 50 percent of all total searches by 2020.