Premium Content

Access "Mobile engagement at Krispy Kreme: Clever sensors ping doughnut lovers"

Published: 19 Mar 2013

For years, Krispy Kreme stores have turned on neon exterior signs that declare "Hot Now" whenever fresh glazed doughnuts roll out of the oven. But short of living next to one of the chain's many franchises, it's difficult to know about the beacon call of a hot doughnut. Worry no more, doughnut-lovers. About a year ago, Krispy Kreme started offering a mobile application that alerts customers to when the light glows. It's the sort of customer relationship management (CRM) that expands waistlines but is also very effective. Without spending a penny on marketing, Krispy Kreme saw a 6.8% increase in same-store sales since the app hit the market, according to Melissa Parrish, analyst at Forrester Research Inc. in Cambridge, Mass. In Cambridge last week, Parrish and fellow Forrester analyst Ted Schadler hosted a small crowd of mostly software vendors at a breakfast workshop that focused on mobile engagement. They reviewed what works and what doesn't when reaching out to customers on their mobile devices. What works is the Krispy Kreme approach, they said. Each "Hot... Access >>>

Access TechTarget
Premium Content for Free.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

What's Inside

  • Columns
    • Never stop striving for great mobile apps

      Mobile apps are not spinoffs of their website predecessors—they need to be designed with mobile devices in mind. The formula is the right combination of form and function.

More Premium Content Accessible For Free

  • Contact center technology today requires a new approach

    Managing customer relationships today is about a whole lot more than a weekly newsletter and a few phone lines. Organizations ahead of the curve have...

  • The more the merrier: Customer service goes multichannel

    Multichannel marketing means allowing customers to have conversations on their terms, at their convenience and using the channels -- phone, email, ...

  • Customer experience consistency key to successful CRM

    The age of the isolated call center is over. Organizations need to give customers a number of ways to reach them -- websites, mobile apps, Short ...