Manila, 31st March, 2015 – On March 27, Krispy Kreme Philippines and Mobext, the brand’s mobile agency of record, officially launched the brand’s first foray into mobile – the Krispy Kreme App. The launch was held at the Krispy Kreme branch at Bonifacio High Street, Taguig.
The app allows users to order their Krispy Kreme favorites and have them delivered right to their doorstep or have them ready for pick up at their preferred branch. The pick-up and delivery functions are available in selected stores nationwide. Among the app’s features are:
The app also enables users to customize their assorted box of donuts and save their favorite customized set for future orders. Through social integration, it makes it easy for users to share their cravings on Facebook, Twitter, and Instagram.
Notably, apart from marking the company’s entry into mCommerce, there are currently no other branded donut apps in the market with this combination of features, making the Krispy Kreme App the first of its kind in the region.
The app enjoyed a good reception in the iTunes App Store all throughout the weekend of its launch, where it currently sits as the #1 free app in the Food and Drink category.
With smartphone penetration in the Philippines expected to hit 50% this year, the move is a strategic one for the brand. Krispy Kreme’s target market is online and mobile, and this is a recognition from the company that mobile is the next frontier for brands. Apart from its order and delivery capabilities, the app is an opportunity for the brand to nurture and reach out to its customers using the one thing they are most likely to have.
“Krispy Kreme is always at the forefront of innovative ideas that aim to always raise the bar on quality in our products and services, and delight our customers,” said Ariane M.Valinton, marketing Manager for Krispy Kreme. “With this innovation from Krispy Kreme, we aim to reach out to more customers and further strengthen their brand experience with a more fun, exciting, interactive way to enjoy and share their favorite Krispy Kreme delights.”
“We’re thrilled to work with Krispy Kreme. The app is a great example of mobile’s ability to enhance both customer loyalty and sales,” says Arthur Policarpio, CEO of Mobext Philippines. “Mobile is a powerful tool for business and now is the time for brands to take the leap and incorporate the channel into their strategy.”
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Mobext, a subsidiary of Havas, has over 100 seasoned mobile experts in offices across 53 countries around the globe, making it the largest mobile agency on the market. It was named the Best Mobile Agency in the US for 2011 and 2012 by the Mobi Awards, and its client pedigree includes McDonald’s, Coca-Cola, Nestle, Volvo, and Carlsberg.
In Asia-Pacific, Mobext is the first pure play mobile marketing agency, offering a full suite of agency services that include strategy, media, creative, and technology. It has steadily grown its regional footprint and is now present in nine Asian markets, namely India, Indonesia, Philippines, Singapore, Hong Kong, Vietnam, China, and Australia.
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