Ice cream shop chain Baskin-Robbins is borrowing from sister company Dunkin’ Donuts with a new application that loads virtual, reloadable cards for completing purchases.

The app also delivers coupons and personalized offers, including some that are exclusive to the platform. Dunkin’ Donuts also continues to build its mobile prowess, announcing this week that it is bringing delivery via the DoorDash app to New York City.

“Tillster partnered with DigitasLBi and Baskin-Robbins to power, design and launch the brand’s first personalized mobile app,” said Hope Neiman, chief marketing officer at Tillster. “Among the many personalization features of the new app, it allows event-marketing so that customers can celebrate key milestones such as birthdays, holidays, anniversaries and other events specific to them.

“In addition, users will receive global and personalized deals,” she said.

The app is powered by Tillster and was designed by DigitasLBI to reflect the brand’s voice and in-store marketing.

Baskin-Robbins operates more than 7,600 shops in nearly 50 countries.

Free ice cream
The new app is available for iPhone and Android users.

To encourage consumers to download the app and start using it, Baskin-Robbins is delivering a limited-time mobile offer for a free regular scoop of ice cream.

The app’s features include access to deals and coupons, some exclusive to the app.

Users can also add existing Baskin-Robbins cards, purchase new virtual cards directly from the app and add money to an existing card.

Customers can pay for their purchases by scanning a QR code that appears on their phone’s screen at checkout.

Users can also send virtual cards to friends and family, locate the nearest Baskin-Robbins shop and browse the menu.

“Mobile payment is one of the most personalized and convenient features of fast food restaurant ordering apps – and we think the Baskin Robbins app’s payment function and mobile gifting options will tremendously appeal to consumers,” Ms. Neiman said. “Consumers can now use the app to pay for their favorite frozen treats and send virtual Baskin-Robbins cards to friends and family by text or email.”

Return visits
The app details promotions and events throughout the year, including the current Flavor of the Month.

Baskin-Robbins is part of the Dunkin’ Brands Group, which also includes Dunkin’ Donuts.

Dunkin’ Donuts continues to build out its leading mobile loyalty, payments and ordering capabilities.

In mid June, the chain launched On-The-Go mobile ordering nationally, which is available exclusively for members of the Dunkin’ Perks Rewards Program. The service enables users to place orders in advance for added convenience.

Earlier this year, Dunkin’ Donuts launched a revamped app with a contemporary touch-friendly design (see story).

Tillster’s research points to the importance of payments for merchants’ mobile apps.

“Fifty seven percent of participants across age groups would visit more often if mobile payment were available,” Ms. Neiman said.

“More than 50 percent are more likely to return if past orders and payment information were saved in the system for quick re-order,” she said.