Sales Promotion and Personal Selling

When it comes to sales promotion, Dunkin Donuts knows it all too well. From keeping loyal consumers coming back for more to persuading new consumers to join their team, Dunkin Donuts is the prime example of sales promotion. Dunkin Donuts started DD Perks Rewards Card in the middle of 2011 which is a loyalty program that gives you a free medium beverage of your choice when you join. The DD Perks reward card allows you to earn “Dunkin Dollars” which is a form of coupons that a consumer can use to purchase any beverage, donut, snack, and/or breakfast sandwich. The consumer gets these “Dunkin Dollars” based on how much they spend in the Dunkin Donuts restaurant each month and there is no limit as to how many “Dunkin Dollars” the consumer’s reward card can accumulate each month. The DD Perks card is a great way to show appreciation to loyal consumers.  

On March 5, 2012 in the Philadelphia area, Dunkin Donuts was giving away free small iced lattes to everyone. This strategy is good for persuading consumers to start being a regular Dunkin Donuts consumer. Moreover, this sample of the iced latte draws people in and can make them start to wonder how everything else taste which results in more purchasing which is great for business. 

On March 15, 2012 in Canton, MA, Dunkin Donuts staff was looking for a consumer who was drinking iced coffee on that cold morning for a chance to win Boston Celtics tickets. You can imagine how many people went and bought iced coffee for a chance to win those tickets. This was a way to boost iced coffee sales and to make these purchases immediate which is the whole point of sales promotion.

At the Dunkin Donuts I go to on a regular basis, their staff is very friendly to the consumers. This friendliness leads to persuading the consumers to buying other items that they were not intended to purchase. I have witnessed this being done time after time and it has even been done to me a few times. This is called relationship selling. You get close enough to these people to the point that when they tell you a new product is good and worth the purchase, you go on and purchase it based the consumer/retailer relationship that was established.

Dunkin Donuts is just good at what is does in all aspects.