For Scott Hudler, Dunkin’ Brands’ Vice President of Global Consumer Engagement, this week’s one-year anniversary of the company’s DD Perks Rewards customer loyalty program is a testament to honoring brand loyalty and delivering memorable customer experiences.
“We are thrilled to have achieved two million DD Perks members in less than a year since the program’s launch, and reach 10 million downloads of the Dunkin’ Mobile App,” Hudler told Loyalty360. “These two digital milestones are evidence that our loyal customers are responding to our efforts to provide a superior mobile experience and our commitment to create one of the most robust loyalty programs in the market.”
To celebrate the program's first anniversary this week, Dunkin’ Donuts has a present for its loyal customers, offering all DD Perks members an extra special perk of 200 points, redeemable for a free any-size beverage of their choice with any purchase. The offer is available through Feb. 1.
What’s more, through Feb. 6, anyone who enrolls in DD Perks via the Dunkin' Mobile App using the special promo code “BONUS” will receive a free $5 Dunkin’ Donuts Card and a free Dunkin’ Donuts beverage of any size. The $5 Card will be sent virtually to members via the Dunkin' Mobile App upon DD Perks enrollment completion. To receive the Card, people must enroll in DD Perks through the Dunkin’ Mobile App, and must have an active Dunkin' Donuts Card.
“By launching the Dunkin’ Mobile App and offering mobile payments, we created an entirely new level of speed and convenience that further distinguished our brand to current and new customers throughout the country,” Hudler said, adding that customers have responded well to the localized offers available through the Dunkin’ Mobile App.
“When we launched the DD Perks program, we started to target our guests with valuable offers right away to drive incremental spend and visits,” he said. “This targeting will become more refined as we continue to learn more about how each guest is behaving as members within DD Perks. The DD Perks Program will continue to be an important driver of long-term growth for our brand.”
One of the biggest changes made to the DD Perks program, based on customer feedback, was to allow guests to order a free beverage of any size, rather than a free medium beverage, when they reached 200 points with the DD Perks program.
“We will continue to learn and grow in the platform as we’re constantly evolving to meet the needs of customers and this has always been a key to our success,” Hudler said.