Domino’s has introduced a new build your own pizza feature on its website that allows customers to

watch a simulated photographic version of their pizza as they select a size, choose a sauce, and add
toppings. It lets customers track orders from when the pizza enters the oven to when it leaves the store.
Domino’s also introduced a new point of sale system that streamlined the logistics of online and phone
orders.

What type of relationship marketing strategy is this? How can companies build relationships with rural
consumers?