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Raising dough - how iKOS and SagePay lifted sales conversions for Krispy Kreme
Prior to the launch of its new gift store site, Krispy Kreme was struggling to realise the potential of its e-commerce sales channel. Visitors to the online store failed to complete purchases due to poor user experience and confusing visual design. With a ground-up website overhaul, aided by multichannel payments provider Sage Pay and digital agency iKOS, Krispy Kreme have once again found the ‘sales sweet spot’.
The new website provides online customers with a first-class user experience – a key part of the Krispy Kreme company philosophy. It’s been such a success, that it is now being used as the blueprint for the redesign of its entire UK online presence.
Before its new site launched, Krispy Kreme found making vital improvements to the site proved extremely difficult - as the development agency who maintained it were based outside of the UK.
Krispy Kreme had also lost touch with the payment service provider responsible for processing card payments made on the site; and attempting to re-establish contact with them was "proving to be a nightmare."
In light of these issues, it was agreed that a complete overhaul of Krispy Kreme UK’s e-commerce operation was needed: the FMCG e-commerce market was moving forwards at an incredible pace, and for Krispy Kreme, being left behind was simply not an option.
As a result, Nigel Perry, Internal Audit Manager, took responsibility for overseeing the project. Selecting the Drupal platform was a significant move:
it’s an Open Source technology, so businesses that use it do not pay licence fees. Using Drupal actually enabled Krispy Kreme to invest the full project budget in quality development work by iKOS, instead of spending it on expensive proprietary software.
As Drupal specialists, iKOS had also developed the latest integration to Sage Pay – meaning the new website could benefit from the most powerful and feature-rich version of the payment gateway.
Each part of the new website is truly scalable, to cope with future growth of Krispy Kreme’s online sales. Implementing the new website was a hassle-free process for Krispy Kreme. The technical work was handled almost entirely by iKOS and Sage Pay, and their UK-based support teams were quick to respond to queries from Nigel Perry and his colleagues.
Finding the right partners
Nigel’s focus was on finding a new payment service provider. He was determined to find a reliable and secure service, and so invited three companies to tender for the redevelopment project;
"I sent Sage Pay a request for tender because I had a positive experience of products and services from the wider Sage Group, and was impressed with the ease of contact and customer service. I was also encouraged by their very successful market entry and rapid growth in the UK payments sector." When Nigel asked Sage Pay to recommend one of their development partners the account manager "took the time to listen to requirements and fully understand the scope of the project."
When Nigel explained that he needed a flexible and scalable development platform; Sage Pay proposed iKOS: Sage Pay and iKOS have worked together for over a decade, delivering exceptional payment functionality for e-commerce websites, built on the Drupal platform.
Krispy Kreme was impressed with iKOS’s strategy, and selected them for the redevelopment project:
It was evident from the queries that the team at iKOS made that they fully understood the project and the details that were important to Krispy Kreme as a business.
Myles Davidson, iKOS’ Managing Director:
We developed the new gift site on the Drupal Commerce platform, as it provides a highly-scalable e-commerce framework, enabling us to meet the initial brief while laying the foundations for future e-commerce and m-commerce applications.
The right partner for the job
Redeveloping the gift site is just the first chapter of Krispy Kreme’s e-commerce story. The success of the project has inspired Nigel to explore other areas of the business which can benefit from e-commerce;
With Sage Pay and iKOS, we now have the right partners to unlock the untapped potential of online sales, and continue to develop new revenue streams.
"I would recommend Sage Pay without question. Their tender fully considered all of our concerns and the introduction to iKOS has enabled Krispy Kreme to develop a much stronger online strategy. My customer service experience and ease of contact has been very positive."
The new site was launched in December 2012 and has already proved a success.
Nigel Perry: "Managing the site is effortless thanks to the user-friendly administration area of the gift store. Structural changes to the site can be made swiftly by iKOS, and the flexible structure of the Drupal framework means that new functionality can be implemented swiftly.
Most importantly, the user experience for customers is greatly enhanced. Finding a gift is easy, thanks to well-researched, intuitive navigation. The gift site is engaging and instantly recognisable as part of the Krispy Kreme brand. Conversion rates have increased significantly, thanks to the seamless transition from shopping basket to checkout.
Consumer confidence has improved, as "customers are given comfort in the security of the payment process thanks to the addition of card issuer icons and the trusted Sage Pay logo."
About Krispy Kreme UK
Krispy Kreme is one of the best-loved doughnut brands around the world. Started in New Orleans in 1937, Krispy Kreme finally crossed the Atlantic in 2003 to open their first store in Harrods, London. Since then, the UK operation has grown to employ over 1000 people. Their recipe for success? Take one fun environment, add a sprinkle of unique products and stir in some brilliant people who love what they do.