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For Scott Hudler, Vice President of Global Consumer Engagement at Dunkin’ Brands, Dunkin’ Donuts customers represent true brand loyalty, something the company always keeps top of mind
Hudler told Loyalty360 that the highly successful DD Perks loyalty program launched in January 2014 to cater to those deeply loyal customers.
“We believe that the DD Perks program has been successful because our loyal guests are the very essence of the Dunkin’ Donuts brand,” Hudler told Loyalty360. “For many of our guests, their daily Dunkin’ Donuts runs have become a part of their routines; whether on the way to school, work, or their weekend. For us, it’s important that we continue to provide our guests with new levels of speed and convenience so that people can run on Dunkin’ more quickly than ever before. In today’s world, we know our guests are always on-the-go and constantly connected through their mobile devices. Mobile has been an extremely powerful marketing tool for us as a brand, and will continue to be an important part of our overall marketing efforts in the future. Loyalty is a focus for us at Dunkin’ Donuts.”
Hudler said Dunkin’ Donuts has developed loyalty programs in the past, but the DD Perks loyalty program represents an improvement in that it directly targets guest preferences to provide them with the most relevant deals and offers.
“New features to enhance reliability and security, as well as integration into our existing systems, make this the best possible version of a loyalty program for our guests, and we’re proud to be able to offer it. My advice for building loyalty and engagement is quite simple: Ensure that you are delivering a great customer experience across all touch points (retail, digital, mobile, etc.) and the loyalty will follow.”
Hudler is thrilled to have reached more than three million DD Perks members since the program’s launch, along with more than 13 million downloads of the Dunkin’ Mobile App.
“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,” he explained. “In addition, we are seeing that DD Perks members are visiting our restaurants and spending more on a weekly basis than they were a year ago.”
Simplicity is a major theme for loyalty marketers today.
“Both DD Perks and the Dunkin’ Mobile App are easy to use and fit seamlessly into our guests’ Dunkin’ Donuts experience and daily routines,” Hudler said. “We made it simple for guests to enroll cards already in their DD Mobile App into the loyalty program. Our on-the-go guests appreciate the convenience and speed of the Dunkin’ App and Dunkin’ appreciates being able to fill the needs of the customers by providing fresh food fast in a more convenient and modern way.”
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