Dunkin’ Bolsters Closed-Loop Card, Mobile App with New Rewards Program (Feb. 3, 2014)
Dunkin’ Donuts has launched a new nationwide loyalty program enabling customers to earn points toward free beverages. Kicked off last week, DD Perks Rewards gives customers five points for every dollar spent on qualifying purchases made using an enrolled Dunkin’ Donuts Card or through the Dunkin’ mobile app. Once a customer reaches 200 points, he or she receives a coupon for a free medium beverage via email, which can then be printed out and redeemed in-store. Enrolled members also receive special personalized offers to earn bonus points when purchasing specific items. Customers must have a Dunkin’ Donuts Card with funds loaded to enroll in the program.
John Costello, president, global marketing and innovation for Dunkin’ Brands, called the loyalty program “an important milestone in our ongoing commitment to engage with our guests and provide a superior customer experience.” Dunkin’ launched its mobile app in 2012, part of the first wave of proprietary closed-loop mobile payment initiatives from major national retailers, including Starbucks and Burger King. Some industry observers see closed-loop merchant payment cards as a potential driver of mobile commerce adoption because consumers intuitively understand where the [closed-loop] application can be used and it does not have some of the perceived risks of loading credit and debit cards onto phones.