Krispy Kreme, one of the UK’s most loved sweet treat brands, is delighted to announce it has reached agreement with Tesco to roll out its’ new state of the art digital cabinets to a further 140 of their stores nationally, following an initial successful trial in 15 stores which commenced in January.

The new digital cabinets have delivered a fundamental step-change to how the doughnuts are presented and sold in-store. The digital screens have hugely improved visibility while totally transforming and elevating the customer experience in-store, reinforcing key messages including ‘Made Fresh Daily’, showcasing the range inside, as well as providing specific tailored content depending on the store, the time of day, and the season. The cabinets also have digital SEL’s (shelf edge labels) with full ingredient specs, enabling customers to easily check for any allergens. Finally, the new cabinet has a PIR motion sensor which identifies a human presence in front of it and triggers the motion on the SELs, which switch from a waterfall of doughnuts to fixed product information in order to aid the customer make their purchase decision.

As an important part of the trial, extensive consumer research was carried out to analyse shopper behaviour, look at drivers and barriers to purchase, and gain wider feedback. Consumers were incredibly positive, commenting that it “definitely generates intrigue” and it “immediately draws you in”. The new cabinet was also found to be easier to shop and had the ability to attract new customers who have not previously considered purchasing a Krispy Kreme product.

Krispy Kreme’s UK Sales Director, Suk Nicholas, comments: “It’s nice to have a positive story in what has obviously been a challenging year for everyone. The initial trial in 15 Tesco stores has gone very well and we are now pleased to continue the rollout into many more. The investment required represents a significant capital expenditure for our business, but it helps deliver a magical brand experience for Krispy Kreme lovers all around the UK, and that’s why this is just the start of our evolution over to a 100% digital cabinet world.”

Amanda Hart, Tesco Category Buying Manager, adds: “We’re pleased to roll out these exclusive state-of-the art digital Krispy Kreme cabinets into a further 140 Tesco stores. The trial proved very popular with customers, and we look forward to more success with Krispy Kreme in the future.”

Krispy Kreme have partnered with IT specialists Theravada, who supply both the software & hardware for these next generation digital cabinets. Rob Craig, Theravada’s Managing Director, explains, “it’s fantastic to see how we can enhance the customer experience for Krispy Kreme customers within the UK’s largest grocer. The cabinets really showcase the opportunity for brands such as Krispy Kreme to deliver a clear message and drive customer interaction in a very busy in-store environment.”  

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