Brands are jumping into the mobile app space at a rapid clip, and Krispy Kreme Doughnuts is the latest to join the trend with its new loyalty program, Krispy Kreme Rewards. The program, powered by NCR Corporation, has been rolling out in the U.S. in recent months and is expected to be available nationwide by the end of 2015.
“Our goal in developing the Krispy Kreme Rewards program was to enable guests to experience the joy that is Krispy Kreme and earn rewards for their loyalty,” said Tony Thompson, President and CEO of Krispy Kreme Doughnuts. “It is critical for us to know our guests more personally and our mobile app provides the data that helps us meet the needs of today’s consumer.”
The company offers points for every dollar spent at Krispy Kreme, which can then be redeemed for food rewards. The app offers a seamless payment process, allowing customers to earn points regardless of payment method. Whether using credit, cash, or even the app’s stored-value function, customers will receive the same number of Krispy Kreme Rewards points.
In addition to earning points toward tasty rewards, users can also mark their favorite Krispy Kreme locations and receive an alert when the famous Krispy Kreme “Hot Now” light is on, letting customers know when fresh doughnuts are baking.
Building surprise and delight into Krispy Kreme Rewards was a top priority for the company. App users will gain access to exclusive promotions and specials on Krispy Kreme products, and receive a special treat on their birthday. The company hopes that this aspect of the app will provide the value needed to increase customer engagement with the Krispy Kreme brand.
Because the app is still in the process of being implemented across the U.S., Krispy Kreme continues to add features to the program. One such addition may come as a surprise to members of other loyalty programs. In a move that differentiates Krispy Kreme Rewards from many similar apps, the company will eventually allow customers to gift points, enabling them to “share the Krispy Kreme joy with other members.”