Corporate America’s newest loyalty program has a big hole in it.
But that’s a good thing: Dunkin’ Donuts plans to put a donut hole (and the surrounding donut) into your hands with an effective 5-10% discount, plus an extra perk for charity, for those who act quickly.
Noting that “Life runs better with unlimited perks,” Dunkin’ Donuts unveiled a national loyalty program, DD Perks Rewards, providing registered customers with a Dunkin’ Donuts Card to earn “Dunkin’ Dollars” – coupons valid for our famous coffee, beverages, donuts, breakfast sandwiches and snacks – based on how much you spend at DD each month.
“We like to think of it as rewards your way because there’s no cap to how many Dunkin’ Dollars you can earn each month,” said Jessica Gioglio, blogging for the corporation. “And, in celebration of the DD Perks Rewards launch, we’re excited to announce that for every Dunkin’ Dollar guests earn from April 5 through April 12, 2011, the company will donate $1 to The Dunkin’ Donuts & Baskin-Robbins Community Foundation to benefit the USO, with a total donation of up to $10,000.
The DD Perks Rewards builds off of the existing Dunkin’ Perks program, which offers members a free medium beverage upon enrollment, plus another free medium beverage on their birthday. Current Dunkin’ Perks members their DD Card on DunkinDonuts.com. DD Cards are available online and in participating DD restaurants, with the option to personalize it with a favorite photo – children, a pet or a special place at sunset.
In the program, customers earn one Dunkin’ Dollar for every $20 spent using a registered DD Card, or two Dunkin’ Dollars for every $20 spent using a registered DD Card set up on auto-recharge. Rewards earned are based on spending during any given calendar month.
The company sends participants an email at the beginning of each month, certifying how many Dunkin’ Dollars have been earned. Dunkin’ Dollars are then sent by U.S. mail by the end of the month after they are earned.
To encourage quick redemption and continuing participation, Dunkin’ Dollars expire a month after mailing. The auto-recharge option utilizes a registered card that is refilled with money each calendar month, or when the balance falls below a certain amount.
“We wanted to find a way to celebrate and reward our best guests, particularly the customers who come in every day,” David Tryder, director of interactive and relationship marketing told Direct Marketing News. “We designed the program to make it easy and simple to get involved. [They can] just come in and get rewarded for the stuff they do every day.”
The chain will promote the program by sending email and SMS messages to customers in its opt-in database.
Tryder declined to specify how many customers will receive these messages. It will also promote the program through Facebook and Twitter.
Dunkin’ Donuts will also ask customers who register for the loyalty program to opt into its database to receive future email and SMS marketing messages about new offers, products and store openings, Tryder said.
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Filed under: Loyalty Marketing