Working in partnership with The Loyalty People, we helped Krispy Kreme conduct a full end-to-end review of their loyalty programme, with the goal of identifying innovative opportunities that could:
- Increase member subscriptions
- Enhance member engagement
- Personalise customer experiences
- Maximise the value of their data
- Future-proof the programme for sustained growth
- Define which elements of the UK programme should be rolled out to the Irish market
Innovation Workshop
The Loyalty People led a hands-on innovation workshop with internal teams to explore creative opportunities. With a review of key competitor programmes, case studies were used to highlight opportunities for Krispy Kreme.
The workshop unlocked energy and alignment across teams, ensuring innovations were not just exciting, but also executable within Krispy Kreme’s environment.
Discovery & Strategic Review
Next, Piper performed a detailed analysis of the current loyalty performance from programme mechanics to communications, segmentation, and on and offline touchpoints.
By identifying what was already working well and where gaps existed, we worked with The Loyalty People to create a clear foundation for smart innovation, not reinvention for its own sake.
We brought forward ideas across:
- Gamification concepts (e.g. challenges, streaks, rewards for behaviours)
- Seasonal & surprise-and-delight promotions
- Advanced segmentation for tailored experiences
- Refined email journeys to boost frequency and redemption
Building the Business Case
Every idea was backed by impact modelling. We developed a business case showing the expected uplift in engagement, visit frequency, and customer value for each proposed initiative.
We then delivered a prioritised roadmap to guide the brand over the next 18–24 months, balancing quick wins with long-term strategic projects.
By tying innovative thinking to commercial outcomes, Krispy Kreme gained a clear plan for phased loyalty evolution, grounded in both data and customer insight.
