Only $1 for a $10 Dunkin card – sign me up
Friday, Dunkin Donuts launched a daily deal via Groupon. The deal was designed to take aim at first-time Groupon customers, said Jessica Gioglio, public relations and social media manager at Dunkin’ Brands Inc.
Customers who received the Groupon email alerting them to the deal can purchase the Groupon for only a $1. That one dollar buys a $10 Dunkin’ Card that will be mailed to them. Customers can redeem the Dunkin’ Card at any Dunkin’ Donuts restaurant that accepts gift cards.
This year, Dunkin’ Donuts has been involved in a variety of targeted campaigns. In March, the company centered its efforts on sports fans in the Boston area. Dunkin teamed up with SCVNGR, that campaign went so well, the two hooked up again in May for a similar campaign aimed at New York sports fans.
A warmer softer Groupon
Groupon has been under fire and criticized by those that believe Groupon only values merchants in order to acquire new customers. The company responded in September when it debuted its loyalty program; Groupon Rewards.
Groupon believes it is on the right track in promoting loyalty and customer service. Through the first nine months of 2011, Groupon sold 93.6 million Groupons. While the company has accrued almost 143 million subscribers by the end of the period, according to their November 1st regulatory filing, less than 25% of those consumers have purchased a Groupon. While the growth numbers are impressive, it’s the actual consumer usage number Groupon is hoping to improve upon in 2012.
Perhaps some coffee and a few donuts will help shape the gorilla of daily dealers into a juggernaut business yet softer company to work with.
Source: Direct Marketing News