Quick-service giant’s app adds more options for customers
Dunkin’ Brands is giving mobile customers another way to fulfill their caffeine fix.
In a bid to add more convenience to their “Order on the Go” service, the quick service giant is adding curbside delivery to its menu of order fulfillment options. Once customers place their order via their mobile app, they can pick up their order in-store, at drive-thru, or pull into a dedicated parking spot where an associate will deliver it to their car.
The idea was launched as a proof of concept among “a handful” of locations without drive thru windows in December. Early successes pushed the chain to expand the service nationally. By the end of August, franchisees company-wide will have the option to add the service, Paul Murray, director, digital innovation, Dunkin’ Brands said at the eTail East conference this week.
“We continue to push the envelope when it comes to taking the friction out of on-the-go orders,” Murray said.
“By enabling our customers to ‘build’ their own orders, we are increasing our margins and order accuracy successes,” he added. “We are also reducing the time and labor needed to make an order, and we can redirect those associates’ efforts to converting more customers at store-level — an effort that helps our franchisees drive their sales, as well.”
Order on the Go is one of many services integrated into Dunkin’s mobile app. What began as a tool to streamline the way customers pay for orders however, has become a vehicle that is driving loyalty, according to Murray.
By adding a CRM tool to the app, Dunkin’ stays abreast of customer preferences, and uses information to create targeted campaigns among specific customer segments or operating regions. “The app now does both: it streamlines checkout and is also a promotional engine,” Murray added.
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Study: In-store shopping makes the grade this back-to-school season
Parents may be using mobile to look for deals this back-to-school season, but most purchases are happening in-store.
Sixty-eight percent (68%) of shoppers will make their back-to-school purchases in-store vs. 32% who would prefer to shop only online, according to the “2017 Back-to-School Sales Report,” from ChargeItSpot.
When it comes to finding back-to-school deals, 30% of shoppers planned to use mobile coupon apps as their main source for sales promotions. Others planned to use online deal sites (19%), newspapers/magazines (12%), retail newsletters/catalogs (9%), social media (8%), and radio/TV (5%).
“Back-to-school shopping is one of the busiest shopping seasons for retailers,” said Douglas Baldasare, CEO and founder of ChargeItSpot. “With school supplies becoming more expensive and more high-tech, our findings show that parents are serious about finding the best deals.”
When asked how much they would likely spend on back-to-school shopping, most parents planned to spend between $100 and $300 and under $100 (both categories tied at 30%); 19% planned to spend between $300 and $500, 11% would spend between $500 and $700, only 6% planned to spend more than $1,000, and 5% planned to spend between $700 and $1,000.
Meanwhile, 42% said they would be shopping for one student, 30% said two students, 15% were shopping for three students, and 13% would shop for four or more students, data revealed.
Clothing will garner the most sales, with 58% of parents will be spending most of their money on apparel during back-to-school shopping this year. Only 16% said they would spend the most on traditional school supplies (pens, pencils, etc.), 16% will buy shoes.
Meanwhile, 10% are purchasing electronics — and merchandise runs the gamut. For example, 32% are in the market for computers/laptops, 15% are eyeing tablets, 13% will buy smartphones, 10% need calculators, and 7% will spend on accessories. One-fourth (25%) will not make any electronics purchases.
Hoping to get a jump on the deals — and crowds —28% planned to start shopping one month before school starts. Others started earlier in the summer (27%), and 24% would begin a few weeks before school starts. Another 24% would wait until a week before school starts (24%), and 9% will wait until after school starts.
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