Creative Execution

Krispy Kreme App - a 100% mobile-based, completely card-less loyalty program was launched in March 2015. Its core feature is the STAMP CARD, where customers who spend at least 150 PHP(USD 3) in-store will earn a stamp that goes straight to their mobile devices. The stamps can be used for freebies and the prizes grow bigger as they collect. It also makes it easy for fans to satisfy their doughnut craving. It has delivery functionality, and they can save their customized, assorted box, to save as pre-sets. They could also schedule their deliveries, or send their boxes to friends.

After 6 months: • App users have spent almost USD 18,000 in donuts through the in-app loyalty card – that’s USD 42,000 in loyalty-enabled sales in a year • Over 12,000 coupons have been redeemed • Mobile sales have grown 30% since launch. • It has reached #1 in the Top Charts of the Philippines iOS App Store and Google Play store • It now lives in the pocket of 100,000 fans--which is beyond the brand’s initial target of 20,000 installations. It is the first mobile app in the doughnut industry in the country that integrates delivery, stamp cards, coupons, and store locator -- all in one app

Krispy Kreme has built a strong following in the country. Every time there is a new opening or a product launch, fans brave long queues just to show support to their beloved brand. With the presence of increasing competition, the brand needed to strengthen its position in the market. The go-to strategy was to tap their existing base of super fans and strengthen their brand love by: (1) providing a loyalty program that fits their lifestyle, and (2) improve their in-store experience through conveniences and rewards. Their consumers are largely in the millennial category. They are on-the-go, aware of digital trends, and actively participating in one or more social media platforms. They are used to snacking on content, doing spontaneous searches, and playing games on their mobile device. Through a mobile-based loyalty program, the brand aimed to increase order frequency, increase delivery sales, and acquire new users.