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Dunkin’ Donuts Offers Incentives to Boost Stored-Value Card Sales

By Jan 10, 2007

Dunkin’ Donuts is doling out extra incentives to promote its branded stored-value cards.

Under the Use It. Win It. promotion, customers can enter to win a host of prizes, including Chrysler Crossfires, tickets to sporting events and free trips to Florida for using and registering their Dunkin’ Donuts cards.

The goal behind the campaign is to drive usage of the company’s rechargeable card for store purchases, said David Tryder, Dunkin’ Donuts manager of marketing services.

Customers who activate their cards at DunkinDonuts.com and make in-store purchases with them through Jan. 28 will be entered into a daily sweepstakes for a chance to win a variety of prizes. Each purchase qualifies for an entry, with a maximum of three entries per day.

Prizes include 35 trips to Florida, tickets to sporting and entertainment events and five $100 recharges on Dunkin’ Donuts cards. Two random grand-prize winners will receive a Chrysler Crossfire.

“Giving cardholders a reason to visit our shops and use their cards every day helps them become comfortable with the card, and our hope is they will continue to use it as their primary form of payment with us long after the promotion ends,” Tryder said.

Dunkin’ Donuts is promoting the sweepstakes via in-store P-O-P, online ads and e-mails to opt-in subscribers.

If registered cards are lost or stolen, Dunkin’ Donuts will replace them at no charge.

As a further incentive to build its e-mail database, Dunkin’ Donuts is giving a $2 bonus to new customers who register their cards online. Consumers can opt-in to receive company news and promotions.

It’s still early in the promotion, but already several hundred thousand people have registered their cards and signed up for additional information, Tryder said. The offer runs through Jan. 31.

Alliance Marketing Partners and MNet handle the promotion for Canton, MA-based Dunkin’ Donuts.

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