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
I could send them pics of the creation the kids left in the back seat of my car, after consuming 6 of their products at a Football game. I cant email the smell though…alas
User ID not verified.
Astro Glide Ann – we should start trying to develop ways you can smell products before you buy.
User ID not verified.
Lick your phone, seriously…that’s gross.
YUK.
User ID not verified.
Krispy Kreme consumers might be better served by knowing what’s actually inside the “handheld moment of joy” – and how many of those ingredients are known carcinogens.
Here’s a comparison between a homemade donut, and what’s in a base KK one – even before adding all those custom ingredients:
Krispy Kreme Ingredients Deconstructed
A homemade doughnut recipe may call for 8-10 ingredients consisting of flour, sugar, eggs, butter, yeast, oil, salt, milk/water, and few others depending on variations and flavors.
This is the ingredient list of a plain sugar glazed Krispy Kreme doughnut;
KRISPY KREME ORIGINAL GLAZED DOUGHNUT
Serving size 1 doughnut (52 grams)
Ingredients: Enriched bleached wheat flour- (contains bleached wheat flour, niacin, reduced iron, thiamine, mononitrate, riboflavin, folic acid), dextrose, vegetable shortening (partially hydrogenated soybean and/or cottonseed oil), water, sugar, soy flour, egg yolks, vital wheat gluten, yeast, nonfat milk, yeast nutrients (calcium sulfate, ammonium sulfate), dough conditioners (calcium dioxide, monocalcium and dicalcium phosphate, diammonium phosphate, sodium stearoyl-2-lacrylate, whey, starch, ascorbic acid, sodium bicarbonate, calcium carbonate), salt, mono-and-diglycerides, ethoxylated mono- and diglycerides, lecithin, calcium propionate (to retain freshness), cellulose gum, natural and artificial flavors, fungal alpha amylase, amylase, maltogenic amylase, pantosenase, protease, sodium caseinate, corn maltodextrin, corn syrup solids and BHT (to help protect flavor).
Glaze also may contain: Calcium carbonate, agar, locust bean gum, disodium phosphate, and sorbitan monostearate.
User ID not verified.
@John – this is a forum to discuss the content of the articles and share views on the creative/media/comms directions of various advertisers, and general happenings around the comms industry.
No discussion on the integrity of food products.
User ID not verified.
But have you tasted one?
User ID not verified.