Dunkin’s launching a new line of exclusive merchandize for customers and fans today
Dunkin’ has launched a new line of holiday merchandize that goes on sale today. Customers will be able to purchase the company’s signature merchandize on ShopDunkin.comOpens a new window . The announcement comes on the heels of the company’s possible acquisition by Inspire BrandsOpens a new window .
What Is the DD Perks Program?
Dunkin’ (DD) unveiled a holiday collection last year for fans. Building on its success, the 2020 program will include personalized apparel and accessories, custom caps, shirts, laptop cases, and phone cases. DD Perks rewards members will get early access to new apparel and exclusive discount codes.
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“Our guests went wild for our holiday merch last year, so this year we’re taking it to the next level, giving our loyal DD Perks members access to exclusive items, offering personalized options for the first time, and most importantly, bringing everyone who runs on Dunkin’ fresh new ways to proudly show their love for their favorite brand,†said Drayton Martin, vice president, brand stewardship at Dunkin’. “From functional to just fun, our holiday merch offers everything needed to bring our fans smiles and good cheer, and helps them give joy to their Dunkin’ loving family and friends this holiday season.â€
ShopDunkin.com was designed by Dunkin’ in collaboration with design-led creative company Jones Knowles Ritchie (JKR). The merchandize was produced by BAMKO, a branded merchandise firm with global headquarters in Los Angeles, California.
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How Can Merchandizing Help Dunkin’ Outperform Competition?
Dunkin’ has done well during the pandemic. Its investments in digital paid off spectacularly as coronavirus brought the world to a standstill. In addition to digital sales, shifting work patterns encourage people to purchase more premium products like espresso and specialty beverages, which customers may have purchased from small, independent coffee shops before the pandemic.
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The company’s possible acquisition by the restaurant company, Inspire Brands’ for a whopping $8.8 billion also positions it favorably to cash in on its brand value. What is also interesting is that Inspire Brands’ focus is also improving digital operations. Its earlier acquisition, such as Arby’s, Buffalo Wild Wings, and Jimmy Johns, have all witnessed a prolific digital transformation.
Dunkin’s digital expertise would be a great asset to Inspire Brands’ category focus.