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Innovation and digital customer engagement walk hand-in-hand at Dunkin’ Donuts.
Now, Dunkin’ Donuts celebrates its enormous brand loyalty and becomes the first national coffee chain to enable gifting and payment within Messages in iOS 10. Loyal Dunkin’ Donuts customers can now access the Dunkin’ Mobile App through the App Store for iMessage to deliver mobile Dunkin’ Donuts Cards to friends, family, and colleagues as quickly and simply as sending an emoji.
Customers now have the option to purchase Dunkin’ Donuts mGifts in Messages using Apple Pay, making it even easier to share a Dunkin’ gift in a way that’s secure and private. Once received, the mGifts can be easily moved into the Dunkin’ Mobile App and registered for use.
“Mobile media initiatives, such as our recent iOS 10 launch, which enables users to send gifts using Apple Pay and share Dunkin’ Donuts stickers, allow us to celebrate our brand loyalists and keep fans excited about the brand,” Sherrill Kaplan, vice president, digital marketing & innovation, Dunkin’ Brands, told Loyaty360. “As iMessage, Apple Pay, and brand apps continue to become more important in the digital world, we want to provide our guests with convenient and useful tools in those spaces and make it even easier for them to show and share their love of Dunkin’.”
Dunkin’ Donuts has been very innovative related to the digital customer experience.
“We know that our guests are receiving more messaging than ever, so we are always looking for fun and interesting opportunities in the digital world that, not only inform them about our products but also keep them excited about and engaged with the brand,” Kaplan explained. “With the rise of social and mobile media, we have made a concerted effort to embrace innovative technology and connect with digital-age consumers seamlessly across all channels, all while remaining authentic to the brand’s core values.”
The Dunkin’ Mobile App allows users to pay right from the app with their virtual Dunkin’ Donuts Cards. The App also lets users browse the menu, locate the nearest Dunkin’ Donuts restaurant, and access their DD Perks® account to find mobile coupons.
Functionality improvements made to the Dunkin’ Mobile App include:
Multiple Device Login: Customers requested this and the brand responded. Members can now log in with the same DD Perks account across multiple devices.
3D Touch “Quick Actions”: Users on iPhone 6S and higher can now utilize the “3D Touch” functionality to get to their favorite options more quickly.
New Home Screen Layout: The tiles in the app home page have been reordered to provide users with easier access to the My Card tab.
Text Reader Functionality: The app allows users who have this feature enabled in iOS or Android operating systems to have key features read verbally for those unable to read the icons.
Dunkin’s highly popular DD Perks loyalty eclipsed the 5 million-member mark in August.
“We are very proud of our continued growth and are excited about our range of new products, innovative marketing campaigns, and unique digital and mobile initiatives,” Kaplan said. “We’ve been particularly excited about our recent mobile and digital initiatives, as they’ve allowed us to engage with fans in fun and creative ways, across a variety of platforms. Our Dunkin’ Mobile App, for example, is a game-changing tool for us, as it not only provides our guests with the convenience of On-the-Go Ordering but also allows us to provide them with targeted, thoughtful offers through the Perks program. Moving forward, we’ll continue to focus on coffee innovation, fast-to-market product innovation, the targeted use of value offerings, increased use of digital technologies, and an improved restaurant experience.”
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