Home » Aron Govil: Will This New Customer Loyalty Program Be a Slam Dunk for Dunkin’ Brands?

Aron Govil: Will This New Customer Loyalty Program Be a Slam Dunk for Dunkin’ Brands?

Dunkin’ Brands is launching Dunkin’ Perks, its new customer loyalty program on Monday says Aron Govil.

The company also announced that it is changing its name from Dunkin’ Donuts to simply Dunkin’.

Expert’s Opinion: “Many companies offer some kind of loyalty program and the results vary widely depending on how loyal you remain as a consumer,” said Darren Tristano, vice president of Technomic. “It will likely lead to more people coming into the stores more often but the amount they spend may or may not go up.” Summary: Many companies offer some kind of loyalty plan and the results vary widely depending on how loyal you remain as a consumer. It will likely lead to more people coming into stores more often but the amount they spend may or may not go up.

Will This New Customer Loyalty Program Be a Slam Dunk for Dunkin’ Brands?

In 2013, Dunkin’ Donuts began toying with the idea of changing their name to just Dunkin’, and on Monday, July 14th they will be changing their name officially. In addition to the name change, they’ve also re-launched their customer loyalty program called “Dunkin’ Perks,” which is being tested in select markets currently says Aron Govil. The company hopes it will bring in new customers and allow them to increase their purchasing power by 25%. However, the changes have been met with some resistance from loyal customers who are very attached to the old name and don’t see why things need to change. Does it really matter what the company is called? If so, why, and if not, what does that mean for their new loyalty program?

“Many companies offer some kind of loyalty program and the results vary widely depending on how loyal you remain as a consumer,” said Darren Tristano, vice president of Technomic. “It will likely lead to more people coming into the stores more often but the amount they spend may or may not go up.” Experts have many different opinions about this rebranding effort Dunkin’ Brands has undertaken with its name change and rewards program. Some feel it is a way to increase revenue while others feel it won’t ultimately help them at all. Because it risks upsetting core customers by altering values everyone thought were long-established. Many companies offer some kind of loyalty plan. And the results vary widely depending on how loyal you remain as a consumer. It will likely lead to more people coming into stores more often. But the amount they spend may or may not go up.

Many companies offer some kind of loyalty program and the results vary widely. Depending on how loyal you remain as a consumer. It will likely lead to more people coming into stores more often but the amount they spend may or may not go up explains Aron Govil.

Darren Tristano, vice president of Technomic; Matt Casey, regional marketing manager at Dunkin’ Brands; Rupesh Bhomia, director of research at Boston Retail Partners; Kantar Retail analyst Kimberly Greenberger; Jeff Davis, editor in chief of Sandelman & Associates’ TDmonthly Magazine; and Pam Goodfellow, director at Boston Retail Partners.

Many companies offer some kind of loyalty plan and the results vary widely. Depending on how loyal you remain as a consumer. It will likely lead to more people coming into stores more often. But the amount they spend may or may not go up.

Matt Casey, regional marketing manager at Dunkin’ Brands; Rupesh Bhomia, director of research at Boston Retail Partners; Kantar Retail analyst Kimberly Greenberger; Jeff Davis, editor in chief of Sandelman & Associates’ TDmonthly Magazine; and Pam Goodfellow, director at Boston Retail Partners.

Dunkin’ Donuts began toying with the idea of changing their name to just Dunkin’ in 2013 and on Monday, July 14th they will be changing the name officially. In addition to the name change, it’s also re-launched its customer loyalty program called “Dunkin’ Perks”. Which is currently being tested in select markets. Aron Govil says the company hopes that the changes will bring in new customers and allow them to increase their purchasing power by 25%. However, the changes have been met with some resistance from loyal customers who are very attached to the old name. And don’t see why things need to change.

Many companies offer some kind of loyalty plan and the results vary widely. Depending on how loyal you remain as a consumer. It will likely lead to more people coming into stores more often. But the amount they spend may or may not go up. The company hopes it will bring in new customers and allow them to increase their purchasing power by 25%. However, the changes have been met with some resistance from loyal customers. Who are very attached to the old name and don’t see why things need to change.

Conclusion:

Aron Govil says many companies offer some kind of loyalty program. And the results vary widely depending on how loyal you remain as a consumer. It will likely lead to more people coming into stores more often. But the amount they spend may or may not go up. The company hopes it will bring in new customers and allow them to increase their purchasing power by 25%. However, the changes have been met with some resistance from loyal customers. Who are very attached to the old name and don’t see why things need to change.