Reviewing and innovating Krispy Kremes loyalty program!

Written by Tom Peace

Today, we are excited to share our successful collaboration with Krispy Kreme!


Krispy Kreme utilised our 'Program Health Check and Innovation Workshop' service which gave them a comprehensive review of their loyalty program highlighting factors and improvements. We also assessed how future-proof the program is for new and existing customers.


The service highlighted some important innovations for Krispy Kreme to further improve its loyalty program to reach more consumers. Following the Innovation Workshop, we also continued to work with them to complete further work on international program expansion, promotional excellence, CRM best practices, a full technology review and a review and an investigation into subscription-based loyalty.


Below is a quote from Emma Colquhoun, CCO of Krispy Kreme

"The Loyalty People have been great to work with. Our initial project was programme review and innovations, which highlighted some great ways for us to take loyalty forward. They also provided a business modelling tool so we could test different scenarios. We retained them to help us answer some specific questions about technology, comms best practices and programme growth. Really helpful and knowledgeable team. Highly recommend!"

The Loyalty People aims to provide the best insights and loyalty news globally. We are also customer loyalty and CRM experts, with sector specialists located worldwide.


If you’re looking to build a new customer engagement strategy or improve your loyalty program then get in touch to find out how we can help at


letstalk@theloyaltypeople.global


Click the download button above to learn more about our consultancy services!