Dunkin'
TECHNOLOGY

Dunkin’ Brands wants to get more personal with its customers

BY Deena M. Amato-McCoy

A fast-casual giant is banking on more targeted direct mail, emails and mobile notifications to drive customer engagement.

Dunkin’ Brands has signed a new multi-year agreement that extends its relationship with global marketing firm Epsilon, a division of Alliance Data. Through the deal, the company will continue to provide loyalty marketing technology and related services in support of Dunkin’s DD Perks customer loyalty program. Additionally, starting in 2019, Epsilon will also provide email marketing technology and services for Dunkin’ to directly communicate with its customers.

The chain will use Epsilon’s loyalty platform to enhance capabilities across its DD Perks loyalty program, a move that will enable the company to reward customer behavior in real-time across any channel and device. The company is also integrating Epsilon’s digital messaging platform so it can deliver highly personalized direct mail, email, mobile notifications and other real-time information about relevant benefits and offers. Both platforms will integrate with Dunkin’s new cloud-based point-of-sale system and DD Perks On-the-Go Mobile ordering, a move that will foster more one-to-one communications, according to Dunkin’.

“Integrated and omnichannel communications are the foundation of our customer engagement strategy, where we aim to build personalized relationships with our loyal customers by interacting at the moments that matter,” said Stephanie Meltzer-Paul, VP, digital and loyalty at Dunkin’. “Epsilon’s platform and marketing expertise enable us to effectively scale across new communications formats, modernizing the Dunkin’ experience and further growing our business.”

A company-wide store network upgrade is also underway at Dunkin’ Brands. The company is investing $100 million in its U.S. business as it renovates its stores nationwide. More than half the spending will be directed towards upgrades to restaurant equipment, reported CNBC. Restaurants are also adding drive-thru lanes for mobile orders and new design elements. (The brand is also changing its name to simply “Dunkin” in January.)

Dunkin’ Brands, which is based in Canton, Massachusetts, operates more than 12,600 restaurants in 46 countries worldwide.

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