Dunkin' Donuts selected Epsilon to provide its loyalty marketing technology platform – one that brand officials hope helps build an even deeper connection with its audience.
Scott Hudler, Vice President of Global Consumer Engagement for Dunkin' Brands, told Loyalty 360 that the key to Dunkin’ Donuts’ continued success has been listening to its customers and evolving to meet their changing needs.
“Through our DD Perks loyalty program, we’re looking to build an even deeper connection and give back to our loyal guests,” Hudler said. “In order to do this, we’re looking closely at how technology, guest feedback, and changing consumer needs will help us to roll out an enhanced loyalty initiative that best serves our guests. We want our guests to know that their feedback and experience will be at the heart of the program and that it will be an easy-to-use, seamless experience for our busy, on-the-go guests. We would also like to leverage our loyalty platform as a tool to communicate new menu items, promotions, and more.”
Dunkin’ Donuts has earned Brand Keys’ No. 1 ranking for customer loyalty in the coffee category for the past seven years. The company has more than 10,500 restaurants in 31 countries worldwide. In 2012, Dunkin' Donuts' restaurants recorded global franchisee-reported sales of nearly $7 billion.
Hudler said Dunkin Brands selected Epsilon because when launching a loyalty program, the right technology and expertise is critical, and the user experience needs to be seamless and the rewards and calls to action easy to participate in.
“Epsilon’s technology will help us to achieve these goals,” he said. “We were impressed with Epsilon’s leadership in the loyalty space, its abundance of complex and relevant retail industry experience, real-time capabilities, and excellent ratings by third-party reviewers.”
Hudler said that the passion for Dunkin' Donuts is unmatched and company officials are always seeking meaningful opportunities across a variety of touch points to reward customers for their loyalty.
“Best serving our loyal customers requires both Dunkin’ Donuts and our franchisees to take a 360-degree approach,” he said. “To keep guests coming back again and again, we believe you need to evaluate the entire consumer experience including menu items, in-store, marketing, social media efforts, and more. We take the feedback of our guests very seriously and are always looking to improve their overall experience at Dunkin’ Donuts.”