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Mobile engagement at Krispy Kreme: Clever sensors ping doughnut lovers
This article is part of the Business Information issue of Special Edition, March 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 ...
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Features in this issue
As customers try to solve more problems using mobile apps, they should still have the option to talk to an agent without having to repeat themselves.
To design successful mobile applications, companies must remember to consider the back end as well as the front end.
Easy-to-use apps that are designed specifically for mobile devices are a great way to engage customers. Just ask the folks at Krispy Kreme.
Columns in this issue
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.