In a nutshell. Krispy Kreme secret to customer loyalty is putting its delicious donuts in front of as many eyes as possible. What this means is that the company provides an example of how to build a successful customer engagement strategy around the quality of your product. (It’s just fried dough, after all.)
The fortunes of Krispy Kreme have swung. The company began in North Carolina in 1937. Experienced rapid expansion toward the end of the twentieth century and went public in the year 2000.
However, it soon began reporting massive losses, saw an 80% drop in stock price, and was under SEC scrutiny for possible accounting irregularities. In 2016, ownership of the business reverted to the private sector.
Krispy Kreme went public again in 2021. Following five years of rapid expansion. Their turnaround was helped along by the positive interactions their clients had with the company. They sell a straightforward product and employ a straightforward marketing approach.
- Create a superb item and hold onto it.
- Spread it to as many people as you can!
- The use of social media to advertise a purchase should be promoted.
Krispy Kreme Promo Code success can be attributed to this strategy. Which resulted in nearly $1.4 billion in sales in 2021.
Krispy Kreme Create A Fantastic Item And Hold On To It
Krispy Kreme has been turning out the same warm, chewy donuts for the past eighty-five years. Countries have come and gone since then. But the original Krispy Kreme donut hasn’t lost any of its flavors.
The original glazed donut is still the chain’s best-seller. Despite the introduction of coffee and other donut varieties. Due to its widespread popularity. Krispy Kreme doesn’t have to put in much effort to advertise; word of mouth does the job just fine.
Two additional benefits result from maintaining product uniformity:
- It gives the item a feeling of familiarity and warmth.
- As a result, the product becomes routinely used by the customer.
It’s not easy to acquire the quality of nostalgia. You can’t just buy it; instead, brands must maintain their status over time. But when consumers connect emotionally with a brand through memories. They feel more compelled to make a purchase.
The job of a marketer entails shaping consumer behavior. Keeping your product basic and trustworthy is the best way to establish a loyal customer base.
Every Krispy Kreme donut is guaranteed to taste the same. No matter where or when you buy it. That eliminates a potential point of hesitation and increases the likelihood of a purchase.
Spread Your Message To As Many People As You Can
Donuts from Krispy Kreme are best when shared. As part of annual limited-time-only promotions, they hand out free donuts.
Krispy Kreme ran a famous campaign recently. Where they gave away free donuts to people who got their flu shots. They’ve since increased their original bid by 50%.
They also regularly celebrate National Donut Day and the “Day of the Dozens.” When they hand out free donuts to the public.
One of the most effective ways to get the word out about your wares is to give them away for free. Donuts from Krispy Kreme are ideal for this tactic because:
- The flavor is superb.
Giving away a subpar item is not the best way to gain repeat customers. It would be too wasteful to give away a high-priced item like a car. There’s no need for more than one vehicle. But you can never have just one Krispy Kreme donut.
Krispy Kreme succeeds in part because its donuts are both straightforward and reliable. A customer’s expectations for subsequent donuts are set after they’ve had just one.
Krispy Kreme Inspire Patrons To Give Feedback On Services Received
Word of mouth has always been the primary driver of customer engagement at Krispy Kreme. In the twenty-first century. That also means posting to social media.
Krispy Kreme has pursued a comprehensive social media strategy with the help of collaborators like TINT. They’ve used custom hashtags as a marketing tool, such as:
- Use the hashtag #krispykrememoments for all of your unplanned donut consumption.
- Thank you, fans, with the hashtag #krispykremelove.
- For the 75th year of operation, the company adopted the hashtag #hathathooray.
- This #hotlight is part of a full-on sensory adventure. Customers were notified via this hashtag when their donuts were ready to be picked up.
Krispy Kreme’s social media strategy is essentially an expansion of its free donut giveaway. Some of the donut pictures they share are quite artistic, and they do it for free:
In India, Krispy Kreme has been giving away donuts in exchange for social media shares. In honor of Father’s Day 2014. They launched an initiative to help families grow closer. Participants entered on Facebook to win the opportunity to send their dad a free donut iced with a personalized message.
How Krispy Kreme Keeps Their Customers Interested
Not every company can replicate Krispy Kreme’s success. However, not all products are as inexpensive and easy to make as glazed donuts. And Krispy Kreme can lean on nearly a century’s worth of brand recognition, an accomplishment that doesn’t happen overnight.
Typically, Krispy Kreme-style promotions work best with:
- Low-Cost to Manufacture
- Never changes
- Most people will find it entertaining.
Donuts are most comfortably placed in these three classes. Perhaps your product will do the same.
Whatever the case may be, prioritize developing a better product. Customers will return for more and spread the word if they are pleased. Putting in the extra effort will pay off in the end.
If you can afford to, give it away for free. Think of some good strategies for accomplishing this. The best strategy is to hold both annual giveaways and one-time events. If you can incentivize customers to do something, like get vaccinated or donate to a good cause, that’s even better. People appreciate it more when they believe the gift is a “reward” rather than a simple handout.
Finally, suggest that people write about their experiences on the internet. In this case, the internet is your best ally. Consistent participation across platforms and the development of original hashtags and memes are both beneficial.
Media Shower provides customized customer engagement strategies for businesses like yours. Whether it’s Starbucks, Alibaba, or Patagonia. We know the ins and outs of their respective business strategies. So that we can tailor a solution specifically for you. We need this information.