A loyalty program with many sweet rewards
Krispy Kreme’s frequent eater program had some big holes in it, which in this case was a bad thing. So we cooked up a fresh customer segmentation study based on new consumer insights (and plenty of primary research). The result was a redesigned loyalty program that generated smiles by the dozen for doughnut lovers from Koast to Koast.
The doughnut landscape is growing faster than the waistlines of customers.
Consumers with a big sweet tooth can be influenced by sweet deals.