Krispy Kreme Testing Customer-Loyalty Program
Krispy Kreme Doughnuts is increasing technology investments to better engage with retail and wholesale customers and improve analytical capabilities, according to notes from the company's earnings call.
One initiative detailed on the call includes My Krispy Kreme Treats, a customer-loyalty program that commenced testing last week at some Tennessee, Virginia and Michigan locations. The program allows members to earn reward points, known as Treats, that can be redeemed for future purchases.
The plan is for the smartphone-based program to help improve Krispy Kreme’s analytical capabilities, turning collected data into meaningful and personalized communications or offers to customers.
"The other big opportunity on the technology front is enhancing our business intelligence capabilities, specifically gathering more precise and timely data to drive immediate action,” Tony Thompson, CEO of Krispy Kreme, said on the call. “Those initiatives which are in the early stages of implementation should support better decision making and improved forecast capability."