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Krispy Kreme get creative with new ecommerce push from Digital Arts Network Sydney

Krispy Kreme Australia has formally launched a fresh digital strategy with the creation of a new website which enables consumers to cut into the doughnut to see the fillings.

Interactive specialist Digital Arts Network Sydney is behind the technology that also allows online ordering for the first time.

The custom-built dough-slicer forms part of its e-commerce drive to increase sales.

Krispy Kreme digital business manager Russell Schulman said: “We came in wanting a completely new site that would enhance the joy of visiting a Krispy Kreme store, with full e-com capabilities but one that didn’t look like a traditional e-com site.”

The development, which picked up the best e-commerse website at the Association of Data Driven Marketing and Advertising awards last month, also enables customers to drag and drop a variety of doughnuts into a box which are then delivered.

The technology also allows customers to shake their phone in order to trigger a random selection of  doughnuts while a ‘lickable’ range has also been devised where people can virtually lick doughnuts.

Krispy Kreme claims the launch of the site has been engagement levels rocket with dwell time on the site rising 360 per cent and repeat visitation climbing 252 per cent.

Credits: 

Agency: Digital Arts Network Sydney

Client: Krispy Kreme Australia

Digital Business Manager: Russell Schulman

Chief Marketing Officer: Amanda Mita

Agency: Digital Arts Network Sydney

Kevin Brown – Technical Director

Ben Tan – Tech Lead

Kiyo Nishimura – Front End Tech Lead

Russ Tucker – Creative Director

Robert Harris – Front end Developer

Raz Djamaluddin – Lead Designer

Liz Harper – General Manager

Julie Bourges – Producer / Account Director

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