Direct Mail Piece of the Week: Dunkin’ Donuts Reward Program
April 22, 2014
Note to our readers: I decided to adapt this piece to our usual Ritter’s Direct Mail Piece of the Week even though it is not a direct mail piece.
Loyalty Programs are very common in today’s marketplace. Colloquy found in a 2013 study that there are 2.647 billion loyalty program memberships in the U.S., which is a 26.7% increase from 2010. The average U.S. household belongs to 21.9 programs but 56% of those memberships were inactive within a 12 month period.
Why are loyalty programs so popular? An Inc. study found that it costs 5-10 times to acquire a new customer than it does to sell to an existing one. Your existing customers tend to spend 67% more than a new one. Loyalty programs are a part of an overall customer relationship strategy.
Let’s take a look at a reward program we came across recently: Dunkin’ Donuts.
>Format: Trifold brochure with a tipped-on loyalty card inside. Overall size was 15.75″ x 5.25″ folded to 5.25″ square.
Printing & Paper: Visually this was a very appealing piece because it had a diecut in the corner of a bite taken out of the brochure and there was a yummy looking picture of a muffin on the front of the brochure.
Presentation: This brochure was found on the counter of our local Dunkin’ Donuts. Anyone could pick one up.
Purpose: Reward program.
Offer and Call-to-Action: This brochure introduced their reward program. First, it listed how it worked which was a description of the rewards. Then it told how to start using the card or mobile app. It was easy to understand and used just the right amount of text, highlighted with relevant photos of a muffin, donut and coffee. There is no expiration date or date to sign up by as it is an ongoing campaign.
Digital Technology integration: None other than a small mention to create an account at DDPerks.com and a mention to download the Dunkin’ Donuts mobile app. They could have made the website font bigger.
Personalization: None but this is a blind signup and since anyone can pick up this brochure there is no way to personalize.
Overall a great piece, very memorable and who doesn’t like free food and drinks? Since there are so many loyalty programs that are inactive, key to a loyalty program is making the rewards easy to redeem and relevant to the user. I think Dunkin’ Donuts effectively does both.