Online-Retail Integration for Surveys, Done Well
Lots of companies integrate their online and retail efforts, some with more success than others. On a visit to Dunkin Donuts this morning I got to experinece their effort first hand.
What was DD trying to accomplish and how did they do?
- Their Goal – Get me to take a survey
- My Reward – A free donut for taking the survey
- Method – Go to www.telldunkin.com and input a code on a ticket attached to my bag, take the survey and I then get a code to put on the ticket to use to redeem the free donut.
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To the left you’ll see a picture of the ticket. The first concern is I only noticed it by chance as I was about to throw the bag away. No one at the counter told me of the survey. The second concern came when I got to the website. |
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I was welcomed nicely and everything was clearly marked. The problem was I did not have the reciept and guessed that the number on the ticket was the number I could use. It worked perfectly. DD may experience some drop out at this point from this error. |
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From here the survey went pretty well. If you click on the image to enlarge you’ll see they even inserted a test question to see if you are really taking the survey, or just clicking to get your free product. They also have a nice Progress bar at the bottom which is mandatory in today’s time pressed world. |
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The opt-in email page. I would guess that many folks would simply put in the email thinking it mandatory to get the free donut. Works for me. |
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Nice clean thank you page with the validation code on a separate line and in bold so the consumer can easily find it. Here they show you the reciept again which could be confusing but it still works well. |
What they did well
First off they took an action to find out what their customers think and offered a instant reward for it. I stopped filling out those “win a $1,000 shopping spree” surveys long ago. I never win and I don’t have the time. A free item no matter how small however might spur the desired action.
- They gave away a low cost but desired item to drive participation
- They used the web to drive the survey at the customers convenience
- The pages were clean and the survey took less than 5 minutes.
- The offered an opt-in email for more offers
- Survey progress bar
- They had the hidden “survey validation” question
- They delivered the goods at the end of the survey
Where they could have improved
- Tell the consumer at point of purchase that there is a survey and you’ll receive a free product
- Missed opportunity to invite consumers to join their social media outlets. A consumer willing to fill out a 5 minute survey for a free donut is a prime candidate to join them on Facebook & Twitter.
Overall
Giving away something even though small will ultimately be the reason this survey will likely succeed for Dunkin Donuts. Overall the positives mostly outweigh the missed opportunities in this case but think of how many more surveys, fans and followers they might have had if they just went the extra distance.
I think I’ll get a Boston Creme.
What do you think?
