Case Study: Krispy Kreme boosts member spend with HTK Horizon

Krispy Kreme - Customer Case Study

Krispy Kreme UK, a major doughnut and coffee retailer, faced a challenge with its outdated "Friends of Krispy Kreme" loyalty program. The program was siloed, overly reliant on free product giveaways, and only worked in its own stores, leading to lower spending from members compared to non-members. They engaged vendor HTK to help develop a new strategy and provide a technology platform to support it.

HTK implemented its Horizon platform to create the new "Krispy Kreme Rewards" program, a personalized, multi-channel points-based system. The solution integrated seamlessly with the company's in-store POS, new ecommerce platform, and mobile app, allowing customers to earn and redeem points anywhere. As a result, member spend increased by 37% post-launch, now exceeding non-member spend, with HTK also managing personalized marketing communications for the program.

Krispy Kreme

Adrian Mosley

Head of Digital