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Dunkin’ Donuts has enjoyed an excellent period since it launched its DD Perks loyalty program in January 2014.
Recently, Dunkin’ Donuts eclipsed a major milestone: 5 million members in the DD Perks loyalty program.
Loyalty360 caught up with Sherrill Kaplan, Vice President, Digital Marketing & Innovation, Dunkin’ Brands, to learn about this excellent achievement.
“We love being a part of our guests’ daily routine and are thrilled to have reached 5 million DD Perks members since the program’s launch,” Kaplan explained. “This milestone shows 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.
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 Dunkin’ guests for their business.
“Within its first year, the DD Perks program achieved more than 2 million DD Perks members, and we have more than doubled the program in less than two years with this milestone of 5 million members,” Kaplan said. “This is another exciting achievement for us.”
When Dunkin’ Donuts launched DD Perks, it immediately started to target its guests with valuable offers to drive incremental spend and visits.
“This targeting has become more refined as we have continued to learn more about how each guest behaves as a member within DD Perks,” Kaplan said.
Kaplan talked about some of the customer insights Dunkin’ officials have gleaned from the program.
“Consumers have responded very well to all of our localized offers that are available through the DD Mobile App and the DD Perks program,” she said. “For example, one of our most successful programs locally and nationally is the ‘Team Wins, You Win’ program, which is driven by digital and social media and incorporates mobile. Additionally, all members appreciate receiving exclusive and personalized offers that allow them to earn bonus points towards their free beverage. As we learn more about our guests, we will continue to refine our targeting to seamlessly fit in with their lifestyle and interests.
Regarding customer loyalty metrics, Kaplan couldn’t share specific numbers, but said: “We are very pleased with the success of our loyalty program. We look forward to continuing to provide our guests with a great experience, thank them for their loyalty, and celebrate the many ways they run on Dunkin’.”
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