Around the Net
Dunkin' Donuts Targets Competitors with Geofencing
- Mobile Commerce Daily, Tuesday, August 5, 2014 12:32 PM
With a 3.6 percent coupon redemption rate for a recent mobile coupon campaign targeting competitors’ customers in Providence, RI, Dunkin’ Donuts is expanding the program to new markets. Earlier this year, Dunkin’ Donuts rolled out the program to test the effectiveness of leveraging geofencing around competitors’ locations coupled with behavioral targeting to deliver coupons on mobile devices. The results were promising, with 36 percent of those who clicked on the offer taking some secondary action, 18 percent of these saving the coupon and 3.6 percent of secondary actions resulting in a redeemed coupon.
We're working with a similar technology, only we target all devices, not just mobile. With more than 25 million internet access points mapped we target the modem of competitors within an x mile radius and serve up display ads in a real time bidding environment across devices. For example, if you were to open up Joe's Coffee Shop right here in Buffalo, we could target every Starbucks/Dunkin' Donuts/Tim Hortons in a 5 mile radius and serve up an ad/coupon for a free small coffee. It's approximately 600x more granular than zip code level targeting.