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Slam Dunk!

4 Feb, 2010 By: Jacqueline Renfrow Response

Coffee and baked-goods leader Dunkin’ Donuts ushers marketing into a new decade using digital DR.

In addition, some local market franchises offer a rewards program, which is tied to a DD card. Similar to a gift card, a customer uses the card to buy products, and then it automatically generates rewards for its use such as free food and beverages, depending on how much the customer spends.

Since DD is franchised, individual stores and markets can choose to market through additional offers to their customers. For instance, recently, the cities of Boston, Providence, R.I., and Springfield, Mass., offered rewards centered around New England’s five major sports teams: the NHL’s Boston Bruins, Major League Soccer’s New England Revolution, Major League Baseball’s Boston Red Sox, the NBA’s Boston Celtics and the NFL’s New England Patriots.

One recent winner was granted breakfast with Dustin Pedroia, second baseman for the Red Sox, or Rajon Rondo, point guard for the Celtics. “Because they’re in the program, visiting every day, they are among our best customers, so we want to offer specials for those folks,” says Tryder.

“As marketers, there’s always pressure on ROI, but in traditional channels you can’t always get to those specifically,” adds Tryder. “These are all new programs that really have been deployed over the past 12-to-18 months, and so we believe in them. Whenever you can tie results to data about customers and use new information to acquire unique customer segments, it helps us be more efficient.”

Tryder adds that the economic troubles of 2009 had a great impact on the brand, causing the Dunkin’ Donuts marketing team to focus on the areas of loyalty and retention, to take even better care of its best customers, and to turn once-casual customers into its newest “best customers.” n

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