Krispy Kreme debuts digital cabinets in Tesco and at Welcome Break

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Krispy Kreme, one of the UK’s most loved sweet treat brands, is proud to be able to introduce its’ new state of the art Cabinet, which delivers a fundamental step-change to how the doughnuts are presented and sold in-store. This modern, dynamic and 100% digital cabinet with motion activation will initially be trialled in 15 Tesco and five Welcome Break stores in January, before a further nationwide rollout.   

New digital display cabinet

 The new state of the art cabinet has much improved stock holding and shopability to optimise capacity and abundance. However, the most fundamental change is the digital screens which totally transform and elevate the customer experience in-store, creating amazing in-store theatre whilst driving sales. Each cabinet has digital header screens, which reinforce key messages including ‘Made Fresh Daily’, showcases the range inside, as well as providing specific tailored content depending on the store, the time of day, and the season. The cabinets also have digital SEL’s (shelf edge labels) with full ingredient specs, enabling customers to easily check for any allergens. 

Finally, the new cabinet has a PIR motion sensor which can identify a human presence in front of it. This triggers the motion on the SELs, which switch from a waterfall of doughnuts to fixed product information in order to aid the customer make their purchase decision.

Krispy Kreme will centrally control all digital content, and this will align to the ten core marketing campaign windows, starting with the introduction of the new ‘minis’ doughnut format in January, closely followed by an exciting Valentine’s ‘perfect match’ range in February. There is also planned activity to coincide with the launch including; POS, local press and in-store experiential engagement in relevant Tesco and Welcome Break stores to support the arrival of the new cabinet.

Krispy Kreme’s UK Sales Director, Suk Nicholas, comments: “We are absolutely thrilled to be partnering with Tesco and Welcome Break to introduce our first technology focussed cabinet into the Krispy Kreme world for our customers. We are only at the start of this journey and there are huge opportunities moving forwards to further develop the on-screen content to surprise and delight our customers at the point of purchase. What better way to engage with both new and existing shoppers to help them experience the magic of Krispy Kreme?”  

Amanda Hart, senior category buyer at Tesco, adds: “Tesco is delighted to be partnering with Krispy Kreme to trial these new state-of-the art cabinets, allowing us to offer our customers more choice and bring a bit of theatre in to our stores as well.”