Dunkin’ Donuts doubles down on loyal customers with Perks Week
Dunkin’ Donuts’ is rewarding its loyal customers as well as incentivizing new ones with Perks Week, a week-long celebration of its loyalty application users.
Each day of Perks Week will bring with it a different promotion. Users of Dunkin’ Donuts’ loyalty app will be afforded increased point multipliers and exclusive deals.
“Dunkin’ Donuts’ has more than five million DD Perks members, and through the rewards program they are able to earn points towards free beverages with each purchase of Dunkin’ coffee, espressos, sandwiches and more,” said a Dunkin’ Donuts spokesperson. “All daily deal offers are available to both existing DD Perks members and anyone who enrolls in the program during the week.”
Dunkin’ Donuts, like many modern retailers, has seen the value of mobile as the new primary mode of digital interaction between brands and consumers.
As mobile continues to grow in ubiquity as the dominant digital channel, it brings with it new opportunities for engagement and connection with consumers. One of the most powerful ways that connection manifests in the brand-consumer relationship is the loyalty app.
Dunkin’ Donuts’ Perks app gives loyal customers points whenever they make purchases from the chain, which can then be redeemed for perks at a later time. Currently, Perks has more than 5 million users, showing the expansive power of this kind of technology.
Since recurring customers are more powerful than new ones, Dunkin’ Donuts is doing everything it can to keep them and Perks is their best tool for doing so. To reward those customers and keep them coming back, Dunkin’ Donuts designated this week as Perks Week.
Every day of this week, starting Monday and ending tomorrow, Perks users will receive special perks, point multipliers and point bonuses. The perks vary per day.
Some of these special perks include triple points on all purchases, an addition five dollars on every 10 dollar gift card purchased, a free beverage when using mobile ordering, a free coffee with any mobile purchase and a free 100 points just for coming in on the last day of Perks Week.
These incentives serve not just as a way of rewarding and retaining existing customers, although that is a primary goal. Dunkin’ is also counting on Perks Week to build awareness on the value of its Perks program and hopefully tempt new customers to join.
Dunkin’ Donuts has been boasting a strong mobile strategy in the past few years, making it one of the most prominent, along with Starbucks, in the coffee shop chain business.
The brand is also on the vanguard of the messaging wave, allowing consumers to send gifts through messaging platforms (see story).
Dunkin’ Donuts has also made sure that its mobile app is as usable as possible with the full integration of push notifications to promote timed events, such as the one it did recently for the Jets winning a game (see story).