Freshly made world famous doughnuts since 1939 ConversionShippingWeb AppsLoyaltyPersonalisationContent ManagementPromotionsUser ExperienceReplatforming Sugar coating it Krispy Kreme is the world-famous doughnut brand that needs little introduction. Opening its doors in 1937, and selling the iconic Original Glaze with an unchanged recipe since 1947 Krispy Kreme has always been both a strong legacy brand and a constant innovator. Replatforming Moving to Magento To support Krispy Kreme in delivering more orders and revenue from digital channels we had to re-imagine their operational model from totally relying on stores, to having various digital channels talking to the customers and between themselves: a very big task with high stakes, and the sweet, sweet promise of victory. To do this, we had to build a new Magento 2 platform from the ground up, and facilitate integrations with all existing systems from order management and fulfilment, all the way to loyalty. The result is a programme with ecommerce touchpoints across stores, web and mobile apps. Management consultants call this “omnichannel” User Experience Doughnut Builder If there’s anything that Krispy Kreme’s customers enjoy almost as much as the doughnuts themselves, it’s the experience of “choosing your own dozen”. We wanted to bring this key brand moment to the online experience, so that people could build their dozen in a way that was both easy, and fun. We designed and developed a drag and drop doughnut builder. Users can look through available doughnuts and drop them into a box before moving to checkout. We tested the experience with users, who loved the high-res imagery of doughnuts and the intuitive feel of the builder. Promotions Promotional enhancements Krispy Kreme runs a lot of promotions. Whilst Magento 2 comes with some capabilities out-of-the-box, we wanted to implement a number of enhancements to increase visibility of promotions across the user journey. To achieve this, we implemented the Amasty Special Promotions Pro module, which offers extensive rules and conditions, enabling Magento admins to create complex promotions and discounts. To control visibility of promotions, promotional banners can be created either on specific product pages or categories, or in the basket page based on logical arguments. Content Management Fast, easy, quality content As a large consumer brand, Krispy Kreme is very dynamic, launching multiple new products, campaigns and promotions at any given time. To support the efforts of the marketing team, we wanted to reduce the time and expense of producing custom pages. Now, the team has the means to create quality, highly customisable content from a Magento native and secure experience. As the original developers of Bluefoot (the CMS extension we developed for Magento before Adobe acquired it and integrated it into Adobe Commerce), we helped Krispy Kreme integrate Page Builder into their workflow, enabling drag and drop page design, full-page layouts, rich assortment of content types and custom product attribute input types. Cool, hey! Personalisation Dynamic pricing Dynamic pricing is the approach to pricing where prices are adjusted by variables such as location or inventory levels. By implementing dynamic pricing, we were able to charge different prices on product or delivery, as well as roll out personalised offers based on location. This also enabled Krispy Kreme to incentivise particular customer groups and test different prices, using data to understand the elasticity of demand and impact on conversion rates. We gave the shop the ability to adjust costs and show customers what is available based on their location, avoiding ‘not available’ disappointment. Loyalty Loyalty points redemption on mobile app Loyalty programmes should allow users to redeem any accrued points, regardless of whether they’re shopping on the web, on a mobile app, or in-store. In fact, point redemption is a key factor of success in loyalty programmes, as ongoing redemption increases brand salience and the likelihood of sustained purchases. For a company with a huge reach across channels and a very popular loyalty programme, this was a key requirement for Krispy Kreme too! Krispy Kreme was in the process of building a new mobile app and required this app to access customers’ Smiles (points) in real-time during the checkout process. To achieve this, we built a series of APIs that could get a list of offers and rewards in customers’ loyalty wallets, show if those points were applicable to the current basket, and if so, apply them. Web Apps In-store tablet Krispy Kreme stores remain important in the consumer journey, and to bring together the orders and loyalty point redemption across all channels, we had to build some neat technology. Not complaining! We developed an Order management interface for Krispy Kreme’s front of the house staff. This browser-based PWA system uses Magento’s and custom APIs to ensure the experience of busy staff is efficient, easy to use and enjoyable. When building this PWA, we had to ensure that only each store was able to access their orders. In addition, systems were put in place so that only people currently at work could log in and edit order data. Shipping Click, Collect, Chomp Click and Collect is a very popular delivery method for food, and it perfectly suits Krispy Kreme, where doughnuts are freshly made every day. To make Click and Collect work we built logic to display the correct information to make sure the products could be fulfilled from the right store, in the right timeline (eg. Next day vs Same Day). As not all products could be fulfilled this way, the system allowed admins to select products, stores and hours where Click and Collect was available. We also designed the system to connect with the staff in-store tablet, allowing order details to be sent through to the relevant store’s in-store tablet. Conversion Cart Abandonement Cart abandonment email flows are helpful to customers who may want to return to the site to complete the purchase. We developed a cart abandonment programme for Krispy Kreme by integrating a new module into Magento. This module allowed admins to configure timelines for emails, email templates, automatically generated codes and tracking templates. No more abandoned doughnuts!
