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.

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