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The Challenge: Siloed channels & discount dependance
Krispy Kreme has been serving hand-crafted doughnuts and
fresh coffee to UK shoppers since 2003, with over 118
standalone stores and 1,000 cabinets with retail partners.
Krispy Kreme UK has a loyal fanbase, ranging from daily
shoppers popping in for a coffee and a doughnut, to the
business buyers treating their office to a dozen (or two).
Case Study
The former loyalty program, Friends of Krispy Kreme, was
no longer engaging these loyal customers or creating
value for the business.
In fact, at the beginning of the year, program members
had a lower average transaction value (ATV) than
Non-members.
One issue was the abundance of free items on offer —
almost everything was rewarded with a free doughnut,
from anniversaries to referrals to repeat purchases.
There was little incentive for customers to spend
more or engage with the brand outside of their normal
shopping habits.
Additionally, rewards could only be earned or redeemed
at Krispy Kreme stores — despite the fact that for
many loyal members, the nearest and most convenient
purchase channel was their local supermarket.
Krispy Kreme needed to make a change.
They needed a new loyalty strategy, one that could
support more channels, greater personalisation and
fewer freebies — and they needed a new technology
platform that was able to support it and provide the
foundations to evolve even further.
Designing an integrated, multi-channel
Loyalty program for Krispy Kreme UK
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www.htk.co.uk
Brand Campaign Manager, Krispy Kreme
The Solution: A personalised, multi-channel program
HTK Horizon was selected by the team at Krispy Kreme to
provide a platform for the loyalty program, as well as the
customer intelligence needed to personalise the program
across multiple channels.
The revamped Krispy Kreme Rewards is based on points —
called Smiles — which customers can earn on purchases at all
Krispy Kreme stores, in supermarkets, online and even at some
local service stations.
In the first phase of replatforming, HTK and Krispy Kreme
chose to keep the focus on points mechanics and integration
across offline and online channels.
Alongside the program relaunch, Krispy Kreme also upgraded
their ecommerce platform and mobile app.
HTK was able to integrate seamlessly with these new
platforms, as well as Krispy Kreme’s existing POS provider,
Flooid (formerly PCMS).
Using Horizon’s APIs, data for each member — including their
points balance and available rewards — can be displayed within
each of these channels, creating a consistent experience.
HTK’s Client Services team has also taken on the management
of Krispy Kreme’s marketing comms, using email as the primary
channel to promote the latest offers, new flavours and program
benefits, as well as providing transactional emails related to the
loyalty program itself. Using customer data — including
previous purchases — these emails are tailored to key customer
segments.
In future iterations of the program, Krispy Kreme will be making
use of HTK’s newest features, using advanced machine
learning to optimise marketing comms and deliver targeted
reward recommendations.
Brand Campaign Manager, Krispy Kreme
Sammy Jackson
“Horizon has been a key piece of the puzzle as
we move towards a more 1-to-1 approach to our
marketing comms. With the Horizon Suite,
creating and overlaying customer segments is
so much faster, meaning we can get
personalised messages to our members far
more easily.
The HTK Client Services team have also been
so helpful as we transition to a more
personalised approach.”
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Online Demo
Available
The Results: Member spend on the rise
Great customer service matters — especially when
those customers are your most loyal members. Krispy
Kreme relies on customer contact centre Ventrica to
provide excellent service to its members.
The Ventrica team uses Horizon PlusPoint for Customer
Service to provide support to loyalty members. Ahead of
launch, the HTK team provided Ventrica agents with
personalised playbooks to get them up and running.
Customer service meets loyalty
Case Study
Although the program is still in its early days, Krispy
Kreme is already seeing the key metrics trending in the
right direction.
Member spend across channels is now
higher than non-member spend, with an increase of
37% since the re-launch of the program.
Adrian Mosley, Head of Digital at Krispy Kreme says:
“The HTK team has been instrumental throughout this project, not
only in terms of the technical implementation of the new program
but also in terms of their advice on the overarching strategy. We’re
really pleased with the results of the launch so far and are looking
forward to future innovations, particularly around machine
learning and one-to-one marketing.”
The Ventrica team took to Horizon quickly and was
using the Customer Service add-on with confidence in
just three days. James Telfer, Team Manager at Ventrica,
said: “Getting up and running with Horizon was really easy.
The playbooks HTK provided had clear instructions and
just the right amount of detail, enabling our agents to
quickly get comfortable with the platform and be ready to
support Krispy Kreme customers throughout the launch.”
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