Since Dunkin’ Donuts launched its highly successful DD Perks loyalty program in January 2014, company officials have gleaned key customer insights to maintain and enhance its excellence.
To celebrate the more than five million members of the DD Perks® Rewards program, the company launched its first-ever Perks Week, which began Monday Nov. 15 and ends on Friday Nov. 18.
As part of Perks Week, each day DD Perks members will be served a special daily deal. All daily deal offers are open to both existing DD Perks members and anyone who enrolls in the program during the week. Daily deals include:
WTFast Wednesday: Earn a free beverage (200 points) when using On-the-Go Mobile Ordering. Limit one bonus point offer per DD Perks Member.
Top Speed Thursday: A special offer for hot or iced coffee when purchased via On-the-Go Ordering. Limit one per DD Perks member.
Fun-Filled Friday: Visit your favorite Dunkin’ Donuts restaurant and make a purchase using your Perks enrolled DD Card and earn 100 Bonus Points (limit one bonus point offer per DD Perks member).
Sherrill Kaplan, vice president, digital marketing & innovation, Dunkin’ Brands, told Loyalty360 that when DD Perks launched, the goal was to target guests with valuable offers to drive incremental spend and visits.
“This targeting has become more refined, and relevant to our guests’ individual needs, over time,” Kaplan explained. “Our five million-member milestone, which we achieved this past August, shows that our loyal customers are responding to our efforts to provide a superior mobile and loyalty experience. We created DD Perks Week as a way to celebrate our members and provide them with a week-long promotion filled with daily offers and rewards. Perks Week represents one of our most robust and exciting opportunities to show appreciation to the millions of guests who make Dunkin’ Donuts an important part of their daily lives.”
Kaplan also talked about the evolution of customer loyalty at Dunkin’ Donuts via the DD Perks program.
“The DD Perks Rewards Program, a program that is fully integrated into the Dunkin’ Mobile App, was launched in January 2014 as a quick and convenient way to reward our on-the-go guests for their loyal business,” she explained. “Within its first year, the DD Perks program achieved more than two million DD Perks members, and we have more than doubled the program in less than two years with our recent milestone of five million members.”
The growth of the DD Perks program, however, is not just limited to the number of members gained.
“We’ve also been able to use the program to better understand our guests and provide them with more thoughtful, personalized offers,” Kaplan said. “Especially with the launch of the new app, we’ve been able to learn more about the types of products our guests enjoy the most and are able to offer more personalized, relevant offers and promotions, which fit in seamlessly with their lifestyles and interests.”
For example, Dunkin’ Donuts launched its successful Team Wins promotions again in 15 markets during the third quarter with the New York City market coming on line on Oct. 1.
“This promotion allows registered DD Perks members to receive a free or discounted coffee (depending on the market) the day following select local NFL and college team victories,” Kaplan said.
In addition to Perks Week offers, DD Perks members who make a purchase during Perks Week with their enrolled DD Card will be entered into that day’s drawing for exciting prizes from Dunkin’ Donuts, with a new chance to win each day. Daily prizes include a trip to Hawaii in honor of the brand’s first store opening, trips to Hershey Park, and the NHL Winter Classic as well as vouchers for travel on JetBlue.
As an added incentive for new members, the first 55,000 people who join DD Perks during this period using promo code PERKSWEEK will receive a $5 loaded directly onto their enrolled DD Card.