Krispy Kreme Australia is the first country outside of North America to make the iconic Original Glazed
Doughnuts, today announced its partnership with Emarsys, the omnichannel customer engagement
platform, to improve their digital engagement and presence with customers across Australia and
New Zealand. The partnership with Emarsys comes at a time when the brand’s current customer
the relationship management platform is at end of life and Krispy Kreme Australia was looking for a
seamless migration to a new platform with validated and clean data.
While the brand originated as a ‘hole in the wall’ retailer in the United States in 1937, it has since
evolved into a globally recognised name with over 30 stores located in Australia. As such, Krispy
Kreme’s brand awareness is as golden as their doughnuts with 70 percent of consumers finding the
retailer from organic online searches.
Yet, as COVID-19 impacted many retailers’ bricks and mortar services, Krispy Kreme found their
customers wanting more digital services from them. To deliver on that need, Krispy Kreme had to
ensure they could create and deliver awesome customer experiences to consumers online while
building and maintaining those 1:1 relationships. With Emarsys’ Ecommerce Solution, Krispy Kreme
recognised the opportunity to maximise their data to better understand who their customers are,
and their needs and behaviours when interacting with the brand in more detail with greater depth.
In phase one of Emarsys’ Ecommerce Solution integration, Krispy Kreme will be strengthening its
e-commerce channel by streamlining data captured in one platform. This unified source of consumer
data will enable the brand to set baseline metrics to track and report behaviours, thereby giving
them insight into understanding true revenue projections and opportunities. By offering a new way
of collecting data, Krispy Kreme will have a scalable customer relationship management tool that will
support data segmentation to build rewarding customer journeys.
“We are excited to be working with Emarsys on the next growth phase for Krispy Kreme. Focusing on
our e-commerce channel, we are looking to build strong capabilities in data analytics to help us
create more meaningful and memorable experiences for our customers,” said Olivia Sutherland,
Marketing Director at Krispy Kreme Australia.
“We know our customers love sharing our doughnuts with friends & family, whether it’s a formal
occasion such as a wedding, birthday or baby shower, or a more relaxed backyard barbecue, we
want to tailor products, offerings and delivery programs to better meet their needs.”
“While our partnership with Krispy Kreme is new, Emarsys’ integration into the brand’s marketing
processes has been seamless. Our solutions are offered in phases, so brands get the most out of
their marketing efforts. By unifying their data across all e-commerce channels, Krispy Kreme will be
able to analyse the insights gained to strengthen their integrated communications strategy as next
steps,” said Kristyn Wallace, Regional Vice President Asia Pacific and Japan at Emarsys.
“Retailers have to listen to their customers’ wants and needs, and with the future being digital, a
brand’s online presence needs to reflect their bricks and mortar stores. Having data analytic insights
into who their customers are and how they shop is pivotal in understanding what marketers need to
provide them as a brand.”