Perks is the Dunkin’ Donuts loyalty program, which we have taken from a simple email (pictured below) to an ecosystem that makes up roughly 1/3 of the services and pages in the new DD.com. It is through Perks that one can manage their DD Card, for example, and as the new site is evolved, Perks will become the mechanism by which Dunkin’ Donuts serves up highly personalized marketing on an individual basis. For the time being, it serves as a somewhat personalized message channel, relying on DMA and day-part to achieve moderate relevancy.
In January of 2009, there were 969,672 Perks members. In just two years we have roughly doubled our total members, which sits at 1,843,282 as of this writing.
