Dunkin Donuts: Doing It Right

I was on the American Express  website and I saw a banner advertisement promoting the Dunkin Donuts loyalty card. If you use your American Express card to Auto-Recharge the Dunkin Donuts card you can save 20%. The promotion runs through 03/31/2010.

Thinking that this was a good deal, I went out today and bought a $5.00 card and then went online to the Dunkin Donuts website to set up an account, register the card and set up the Auto-Recharge.

When I got to the site I was pleasantly surprised to see that I was going to earn another $2.00 just for registering the card.

I think this is a great promotion. My wife was thrilled when I handed her the now $30.00 card and told her it would automatically recharge and she would not run out of money on the card.

I am curious to see if they come up with a follow up promotion when this one ends in March.

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Taking advantage of the immediacy of the web, I first clicked through on the banner thinking that I would be able to buy a card and register it right away. I was not able to do that as you need  the numbers from the back of the physical card to register it.

Nobody Asked Me!
I think this program can be improved.

They should allow you to buy the card online and set it up with the American Express Auto-Recharge in the same transaction. This way when you receive the card in the mail you can use it right away.

I have to assume that they are going to lose some people when they realize they cannot complete the transaction online and then they don't physically go to a store like I did and then come back online to register the card.

The find a Dunkin Donuts near you:
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Thanks // Steven N Levy