Dunkin’ Donuts Launches Perks Program

Dunkin’ Donuts has launched an online loyalty program that offers perks, including cash back offers and company news.

Under the Dunkin’ Perks program, members receive e-mails twice a month with product news, store locations and special in-store and online offers. Members get offers throughout the year specific to their local market.

“We want to continue building relationships with our customers by sending them targeted communications and offers,” said David Tryder, Dunkin’ Donuts manager of interactive and relationship marketing. “We want to make sure that customers have the ‘inside scoop’ on what’s happening at Dunkin’ Donuts, and take advantage of special offers.”

The national program, which is available at http://www.DunkinDonuts.com, launched last month.

To kick off the offering, the chain is giving people who enroll 3% cash back on purchases made using Dunkin’ Donuts stored value cards through Feb. 9. Members’ cards will be credited by Feb. 28, Tryder said.

Tryder wouldn’t reveal the number of people who enrolled in the program, but said it “has been every well received in its first few weeks.”

P-O-P and online marketing support the program.