Mobile loyalty boosts Dunkin' Donuts

1 December 2014

BOSTON: Convenience, speed and relevance lie at the heart of the success of two loyalty programs operated by Dunkin' Donuts, the fast food brand's vp of global consumer engagement has said.

In an interview with Loyalty360, the professional marketing association for loyalty programs, Scott Hudler said the DD Perks Rewards program, which launched only last January, now has more than two million members.

In addition, the Dunkin' Mobile App has achieved 10 million downloads, which he said provided evidence that customers are "responding to our efforts to provide a superior mobile experience".

Specifically, he said consumers responded positively to both DD Perks and the Dunkin' App because they are easy to use and fit "seamlessly" into users' daily routines.

"Both programs have created an entirely new level of speed and convenience that further distinguished our brand to current and new customers throughout the country," he explained.

"Consumers have responded very well to the localised offers that are available through the DD Mobile app and when we launched the DD Perks program, we started to target our guests with valuable offers right away to drive incremental spend and visits.

"We have developed loyalty programs in the past, but DD Perks represents an improvement in that it directly targets our guests' preferences in order to provide them with the most relevant deals and offers."

A recent survey by DailyBreak Media, a social engagement platform, found that Gen X-ers are the most frequent loyalty buyers, but that brand loyalty programs appeal to consumers of all age groups.

A full 80% of Gen X-ers agreed that loyalty programs drove them to engage with a brand online, which was a view shared by 66% of Baby Boomers and 64% of Millennials, the report said.

Data sourced from Loyalty360; additional content by Warc staff