Christa Hoyland writes at QSR Web that Dunkin’ Donuts is testing how a new customer loyalty program can drive incremental sales. The ‘Earn Save Score’ program, tested in eight markets mostly in the Northeast, rewards customers who make purchases using registered DD Perks gift cards.
The test began in most of those eight markets in June and rewards customers upon enrolling in the e-mail and customer loyalty program with free coffee. Customers add money to their registered Perks card and those who spend $25 to $49 receive a free coffee and donut. Those who spend more than $50 receive a coupon for $4 off any purchase.
Dave Tryder, director of interactive and relationship marketing for Dunkin’ Brands, said customer response to the program has been positive and in some markets exceed expectations.
“It’s about driving incremental business for us,” Tryder said. “It’s proven effective in doing that with customers who are participating.”
Local markets also are sweetening the rewards with their own prizes. For example, Dunkin’ Donuts in Boston recently gave away a trip for two to an Oct. 25 NFL football game between the New England Patriots and Cincinnati Bengals in London. Meanwhile, the Hartford, Conn., market is giving away concert trips.
Other markets participating in the test include Providence, R.I.; Springfield, Mass.; Portland, Maine; Baltimore; Pittsburg; Phoenix; and Orlando, Fla.
E-mail club growth
The ‘Earn Save Score’ program also drives participation in the company’s e-mail club. Like the ‘Earn Save Score’ program, the DD Perks e-mail club also has a local slant. E-mails are geographically targeted to include offers and specials in the member’s local market. E-mail newsletters go out nationally every three weeks, with some local offers coming more frequently.
“What we’ve done is really build the program to ensure that our local markets have the opportunity to talk about what’s going on in their markets from a news and offer perspective at a frequency that make sense for them to help meet the local needs of the market,” Tryder said.
Dunkin’ also is trying to increase its e-mail club membership with a national promotion offering a weekly drawing for DD Perks e-club members. New and existing e-club members are eligible for a weekly drawing to receive two pounds of Dunkin’ Donuts Original Blend Coffee delivered to their home every month for a year.
