BRotD - Entry 0221 Discussion with CMO of Dunkin' on Mobile Loyalty

Best Reading of the Day

Great discussion over on AdAge.com with the Chief Marketing Officer at Dunkin' brands, right around the corner from me in Canton, MA, on their risky decision to go to a mobile loyalty model.  If you haven't been following that decision has paid off in a big way for them.

http://adage.com/article/datadriven-marketing/dunkin-s-john-costello-knew-time-mobile/298997/

Here is a snippet from the piece:

It's not often that a company with locations on street corners throughout much of the U.S. takes a big risk by changing the status quo when the status quo ain't broke. But that's exactly what Dunkin' Donuts did when it shelved its web- and paper-based loyalty program like so many day-old crullers.

"We decided to go all-in on a mobile-based loyalty program," said the company's Chief Global Customer and Marketing Officer John Costello.

The result was a re-launched version of the DD Perks Rewards program...

..."Mobile is devouring the world," said Mr. Costello...

Happy Reading,

J.W. Gant