Krispy Kreme Case Study | Adobe Commerce Specialists

Fresh experiences, baked into every interaction.

Building the Digital Platform Behind Fresh
Demand at Scale

Krispy Kreme is a brand built on instant demand, loyal customers and operational precision. Behind every collection, delivery and custom order sits a complex commerce engine. We helped modernise that engine, connecting web, mobile, stores and fulfilment into one seamless ecosystem built for growth.

Retail & DTC

Adobe Commerce

Omnichannel Transformation

The Partnership

Modernising the platform that powers the glaze.

Krispy Kreme came to GENE with a fragmented eCommerce operation, where legacy systems and disconnected channels were creating friction across ordering and fulfilment. With stores central to the customer journey and mobile demand rising, the business needed a connected platform built for speed, flexibility and scale.

We replatformed the experience on Adobe Commerce, creating a smarter foundation for growth across web, mobile and in-store channels.

Partnership Highlights

Replatformed the eCommerce estate to Adobe Commerce

Delivered a 4x increase in online sales (£1.5m to £5m)

Connected web, app and in-store fulfilment journeys

Built a bespoke drag-and-drop custom doughnut builder

Introduced dynamic pricing and location-based promotions

Developed in-store tablet tools for staff fulfilment workflows

Optimised checkout for mobile-first conversion

Enabled loyalty redemption across channels

Created scalable infrastructure for future innovation

The Journey

Projects & Milestones

Explore our work across our three service areas.

Platform Management

Stability, security & reliability

eCommerce Evolution

Growth, optimisation & continuous improvement

Transformation

Major change, reinvention, scale & modernisation

Dynamic pricing that drove smarter conversion

Standard pricing limited flexibility. We introduced dynamic pricing logic based on location, campaigns and basket behaviour, enabling Krispy Kreme to test offers and improve commercial performance.

Improved Conversion Rates

Smarter Promotions

Location-Based Offers

Faster mobile checkout for impulse purchases

Impulse purchases need speed. We redesigned checkout around mobile-first behaviour, introducing a faster one-page flow with Apple Pay and PayPal.

+16% Mobile Conversion

Faster Checkout Completion

Better Mobile UX

Continuous innovation across the journey

From promotions to fulfilment logic, we continuously evolved the customer experience with targeted improvements that supported revenue growth and smoother operations.

Ongoing Optimisation

Better Customer Journeys

Commercial Agility