Krispy Kreme builds on omni-channel retail ambitions with payments innovation

NADIA CAMERON | December 14, 2018

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Krispy Kreme’s Australian business chalked up a 23 per cent increase in conversions in just one month after becoming the brand’s first team globally to rollout a cross-channel payments solution. Krispy Kreme A/NZ head of marketing and ecommerce, Russell Schulman, told CMO the decision to bring on Braintree’s platform came two years after the team debuted an ecommerce solution locally. In the past two years, sales in this owned channel have increased 136 per cent to become a sizeable chunk of overall revenue. As a result, the company has increased its customer service headcount from one to five staff. This has not come at the cost of cannibalising physical locations, either. Schulman said Krispy Kreme has increased its physical retail network by 30 per cent in less than a year across Australia, and this year expanded into New Zealand with three stores and a distribution deal with BP into 41 locations across the Tasman.

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