Glazing the Path to Success: The Krispy Kreme Omnichannel Journey to Delight Customers

Hi everyone. Thank you very much for joining. We will commence the webinar shortly. If you want to start by introducing yourself in the chat, that would be an excellent way to, kick off or just wait for a few more people to join, and then we will start. Alrighty everyone, we might begin. Thank you very much again for joining today's webinar. We have the pleasure of, a session with an iconic brand and an amazing customer of Emarsys, which is Krispy Kreme. Before we start the content and I introduce the speakers, I wanted to first say thank you for spending the time to participate and join in today's webinar. If you are new to Emarsys and you're not familiar with, brands and the product and the people that we have, I'd like to spend a couple of minutes sharing with you the value proposition and why it's important for marketers. For those of you who are not familiar, SAP Emarsys is a omnichannel customer engagement platform, and we are here to give power to marketers to enable marketing teams to identify risks and opportunities in their business, using unified data and being able to act on those insights quickly to achieve business outcomes. We do that through three key pillars. The first is through connected experiences. Like I mentioned, unifying all of your data into one platform, which allows the marketing team to have, actionable insights, which is the second key pillar. And then thirdly, being adaptive and responsive to your needs. So reducing your reliance on it and having all of the campaigns ready in the platform, to execute against those business outcomes. One of the things that we're known for, as I mentioned, is an omnichannel customer engagement platform is the volume of channels, in fact, Emarsys offers more channels than any other platform on the market. Some of our newer channels we launched TikTok this year, WhatsApp, and also a really exciting channel called Mobile Wallet. This is the ability to connect the online to offline experience seamlessly. For retailers trying to have customers identify themselves in-store, ticketing, events, airlines and hospitality. And it's been a really successful channel for a lot of customers. Being able to give that personalized experience 1 to 1 across any of the channels that you see on the screen today. What's really important and why personalization matters. As you can see, some of the statistics on the screen today. 71% of consumers indicated that personalized experiences would make them more loyal to a brand. When consumers are giving you that data, their expectation is that we're using that in a safe and compliant way, but also in a way that enhances their experience and their loyalty to your brands. By using a platform like Emarsys and having the data insights to see when and how a customer is engaging with your business, you can then have a full end to end customer lifecycle engagement plan, where it becomes a highly personalized and relevant experience on any of the touchpoints, regardless of their preferred channel. And then finally you can say we have the pleasure of working with many, many brands across the globe in this region. We have a big portfolio of cross industry, brands. And today will obviously be featuring an amazing, iconic, historic American brand, Krispy Kreme. And to do that, I want to introduce Simon, who is the head of the strategic services team for a in the APAC region. Hi, Simon. Hi Will. Welcome. I wanted to ask you maybe to share a little bit about what strategic services are at Emarsys. Sure. Yeah. Strategic services. So we're part of the wider professional services team. And our objective is really to help bridge the gap between the platform and the brands. So we're here to really accelerate time to value, make sure that our customers are making the best use of the platform. The strategic services team in particular. So we partner with the master's clients to help advise them on customer journey best practices, omnichannel strategies, and really identify areas of opportunity for them based on their data. Low hanging fruit, etc.. So we've actually been working for Krispy Kreme for the last three years, with Caroline on her team. So she's joined us today, to tell us how they've been glazing the path to success. So, I'd like to introduce, Carolina, who's the e-commerce and digital solutions manager at Krispy Kreme. Hey, Carolina. Hey, Simon. Yeah. Thank you so much for joining us today. We're really excited to hear a little bit about everything that you're doing. So maybe you want to tell us a little bit about yourself and what you do at Krispy Kreme. Sure. Very much like a massive relationship. I've been at Krispy Kreme just a little bit over four years. And my role has predominantly been overseeing our digital channels, and supporting solutions. So really implementing a comprehensive digital strategy, so we can meet our objectives, in a scalable and sustainable way, but also really looking at digital technologies, that allow us to reach our goals. That's awesome. And so for those of you, I think there's probably not many, but can you give us a little bit of a brief intro and overview of, you know, what is Krispy Kreme? What products and services do you offer? Sure. For those of you that don't know Krispy Kreme, we are an American brand. We've been around for eight, seven years this year. We've launched in Australia over 20 years ago in New Zealand, just under ten years. And we presently focus in donuts. We have an iconic, unique original glazed donut that is our biggest selling point. And processed both to try New Zealand. We have a very mature omnichannel presence. We have within our own retail, both a super strong DFD mature. So you might find a 7-Eleven, Coles now, and Woolies. And on top of that, we also have been really investing in our digital presence, which is where I, oversee. So we do have our own e-commerce, with channels, and as well through data, uber. As an example. That's amazing. I didn't realize you were in Australia for that long. That's, really incredible. So maybe we can kickstart and you can tell us a little bit about, you know, what made you choose a Emarsys over other solutions? So I think in your role, you work with a lot of different technologies, you know, what can you tell us about. Yeah. Why Emarsys? Sure. Look, when we went into market and really started the RFP and RFI. We had a very clear objective. We knew that our existing digital set up was very mature. And then in the next few years, we're really about to onboard into a rapid expansion. And so the partners that we were with, prior really limited us from that perspective. So we wanted to onboard into a new partnership that one could grow with us. And we believe in that solution roadmap. But also a very hard component an omnichannel presence, as a really key part of our digital experience. And overall, our Krispy Kreme experience is one to really share the joy in every single touchpoint, whether you're shopping within a retailer or you going through our website. It's really important that we, provide a unified experience. So having digital partners that really allow that seamless integration is really important. And that's where Emarsys came in. That's great to hear. So tell us a little bit maybe about, you know, what has the impact that you had with Emarsys so far? What you know, impact has the has had on, you know, the particularly the area that we are working on, which is obviously the e-commerce piece, but just generally what how is the more so supported you in that? Sure. Our engagement has been, incredible. And we're very lucky that we have a super rich, engaged, audience. People are very passionate about Krispy Kreme. And so when we do automate or when we do ramp up the engagement, we tend to see very great results. And this has been no different. So since we automated very simple, automation programs, we saw a rapid increase for our leads. I believe 53% has been since launched. Our website clicks as well, 70% growth year on year, which is pretty insane for us. So this is obviously within our e-commerce space that we're capturing this data. We're seeing an attribution of 19% growth year on year. So overall, we're just seeing our digital consumer lifecycle engagement really increased, and being as well, our biggest metric, growing our own database, as well. Those are really incredible stats. I think it's. Yeah, it's it's a really a testament of, you know, how Automation's actually helped you to not just, you know, focus on, you know, the ad hoc piece, but also just having that ongoing engagement with your customer that you that is completely personalized. Yeah. So tell us a little bit about, you know. What are the Emarsys features that you find, you know, are really supporting your strategy and helping you drive these incredible results? Yeah. And that was a really big part as well. Bar selection within a emphasis. So from a very lengthy automation tactics program. And Emarsys also has a pretty comprehensive integrations out of the box. And also then your strategic service team has been really something that helps us getting off the ground. I'm sure brands like Krispy Kreme resource internal resource from internal talent can be at times challenging, especially when onboarding into new channels and getting engagement. There's always a little bit of an unknown of what this means for us. And having a solution that is very user friendly but also very backed, with comprehensive teams are our specialties and can really help us, making one the right levels of engagement. But also what is a right level implementation for us was huge. And that was something that from the outset, it was very clear that it must have that capability and really allow us to build that foundation, again, leveraging us for your strategic services. But also just out of the box, you have a great, great automation program that is constantly analyzing insights and where the biggest opportunity is. And then we can also implemented it ourselves. So all in all, pretty complete solution. That's really great to hear. Can you tell us maybe about some of the automations that you've rolled out and, you know, how have these kind of helped with your marketing strategy and your automation, your customer engagement strategy overall? Yeah. For sure. Well, the biggest one, and it's something even when we speak with our system marketer, our global team that is massive for us in terms of engagement is our welcome program. So, not groundbreaking innovation here, but we have a welcome program that is pretty successful for us, especially with, acquiring new users through our database. We haven't been in browse abandoned baskets. We do to upselling tactics as well. So. But I believe overall we've implemented about six of them so far, and so many more for us to really consume. But this for us, we really see just as a baseline the foundation that we can one, get a little bit of insight and see how our consumers behave within this space. And then we can constantly optimize as, as what our channel does. So those are just to name a few, but by far welcome program is the most successful one. Yeah. I mean, it is. It is. It's important to get the basics right. You know, sometimes we really overthink things and we're, you know, we're just going into complexity. But it is also sometimes about making sure that we've got the right framework. We've got the right welcome journey. And even just for a welcome journey, I remember when we were building it together and concepting it, it sounds like it's straightforward, but it wasn't. Right, because you've got your own e-commerce platform, but you've also got all these retail stores. And how could we really create, a journey for your customer that was unified across your different channels. So that was actually a big challenge. Do you want to talk a little bit more about that and how we overcame that. And I mean that's not even mentioning that, we also leverage that implementation as a really good one for us to do AB testing. So we've developed different content pathways with different offers and really see, again, a big part of it is awesome understanding our consumer, which we didn't, on a ideal level or just behavioral, so that implementation was really critical for us. But as you sort of alluded to, we have a super, super strong offline presence. And so one that is not fully integrated yet. But we didn't want to leave those consumers or those experiences off. And so making sure that although we understand we're not going to sort of capture those learnings, we can still offer the same offer within in-store, and making sure that customers know that, that this is an omnichannel and you can redeem whenever you are. And also us trying to capture some sort of level of insight within that behavior is really critical for us. And then the second part of it again, AB tested. So we did test different levels of content as an example every day versus a celebratory offers set value versus percentage also. And those are tends to be the test our content to evaluate and analyze and optimize as our database as well. Ever. So that was definitely the first big program and big implementation that we've done that gave us so many more insights in different ways of thinking for future automations. Yeah, absolutely. I think it's really about that onboarding success. And, and journey is really so critical when you're trying to build loyalty and, and engagement with your brand, isn't it? I think we've seen that with a lot of our, of our clients that we work with as well. Sometimes it's just, just send a, welcome email that actually, you know, we really need to think about what does that look like from a customer journey with so many stores and opportunities to engage with your brand or like, how does that look? Yeah. So obviously the AB testing is always interesting as well. I always I think when we were looking through it, I think we've gone in with a few assumptions and we decided, okay, let's test what's working. Were there any surprises in terms of what you found in the tests that we found and the approaches that you would have going forward? Yeah, absolutely. I think one being the offer base percentage versus test value, we got some really great insights from there. I think we've always tried to compare what other retailers are doing. But actually it's such a different engagement with costs, what customers expect from Krispy Kreme because we are party league specifically in in Australian for New Zealand market. And so those were really really great insights. But again as well what what is the occasions our customers are using Krispy Kreme for. It is a very different experience with our e-commerce, which is a lot more celebratory focus versus our online, was our retail presence qualities. And so we were trying to make content that could fit both angles, without being too narrow down, but ultimately, again, gave us insights in terms of what customers are really looking for and how they're using our product. And every day was by far the the one that we had most likely converted. So they gave us a lot more ideas in terms of how can we, update or use our celebratory content for the right moments? And that's really our next step is going to be that personalized content, but making sure we're capturing at the right time as opposed to just our everyday comms. Yeah. Yeah, that's that's really great. So I mean, thanks so much for sharing some of those real successes, I think. And the insight it is really about, you know, having data driven, initiatives and, engagements with art, with, your customers. Well, maybe now tell us maybe a little bit about some of the challenges you were facing, maybe before you started Emarsys, before you started using Emarsys. For sure. I think Krispy Kreme e-commerce, was probably not the most mature forefront for our Australian consumer. Especially. But before Covid, I think there was still a lot of opportunity in Covid. Definitely. Fast forward to some of those engagements and some of those needs to accelerate the digital experience. And it was here to stay. So I, I can say the Krispy Kreme at the time was definitely at the early stages of even understanding what a digital consumer engagement was going to be. And so that also reflected in some of the partnerships that we had done in the past. And then, as I also alluded to, the existing resources that we had definitely were not suitable for what was to come. So, that was absolutely was one of the challenges has how can we ensure that we would grow this channel at scale, and also ensure that our talent grows with this? As you continue to explain to the business, the need for us to continue to invest is, so those were obviously the challenges, internal resource, to ensure that we, can, sustainably go, grow this solution, sustainably manage it, and ensure we're taking full potential, of what's to offer. Yeah. That's great. And so how do you feel that, Emarsys helps you to address some of those challenges? Yeah. And that was actually something when we were doing demos. It was very apparent to us, that it's super easy for anyone really to build those user flows, automation programs. Even if you're just doing an email campaign, you have such great nodes, such great cues in how we can add personalization, leverages even AI solutions now. And just us using as we go. Even from a recommendation perspective, Emarsys does have the ability to sort of identify what is the best automation to implement, let's just say your leads program. So overall a pretty intuitive, solid solution. But then to address again strategic services, having that ability to have a specific team to help us build a comprehensive foundation was critical for us, so now we're at the stage of not only we understand how to build this and ways of thinking, because ultimately this is a specialty role. And it comes with a different skill set to, to even just implement. So that was really critical for us and really allowed us to actually, add that scaling to our internal talent, which is huge. Yeah, absolutely. So how did you, you know, find. Did you have the resources in house, like how did you manage those requirements, you know, from bringing in this, this new platform with the key, you know, aspirations that you had and the customer journey that you wanted to build. Sure. Look, with with any, capital. We always need to sort of report back on that investment. And with such great results, it also showed the need of more, investment going into this channel and platform. So that then allows us to really, resource adequately to a degree. And so the demand to really put a lot more time and effort and strategic framework into the channel. So it was actually driven by the results success, but also what's there to come? And I think so. I mean, we work so many, so many times on this. We'll see our why and some of these automation. So the constant engagement for us to sort of show what is a roadmap. And that was one of our first, engagements that I remember. We had a whole presentation really showing the consumer lifecycle and what was the opportunity out of immediate, medium and long term plan. So with that, it really helped us build that strategic framework. And again, selling into the business and how we need to continue to resource adequately, so we can grow at scale. Yeah. So we've actually got someone from your team here with us today. Vaibhav. Right. Hi. Thank you so much for joining us. Thank you so much for having me. So Vaibhav you work in Carolina's team, do you want to maybe introduce, yourself a little bit? Tell us what you're doing, at Krispy Kreme? Yeah, definitely. So I, Krispy Kreme e-commerce and CRM executive, I work closely with Carolina and with the Emarsys to implement, execute automation programs, EDM channel and really kind of earn that, that CRM space. Awesome. Thank you. Can you tell us then? You know, following what Caroline has talked about a little bit before? Tell us a little bit about your experience with the Emarsys and just generally in your role. Yeah, sure. So I've been in my role now for over two years, and within that time I was really able to come in and upskill myself and really understand the CRM space. This is where it was really pivotal for the strategy team to come in and help our CRM revamp optimization and expansion. The strategy team were not only able to help us understand, establish, but also execute a lot of our automation programs. And they were also able to help set up the foundations, for our ongoing CRM expansion and really set the basis and provide industry best practices, for us to then, go in and further evolve our own automation programs that we implement and introduce new ones as well. This is where it was really pivotal for our team to be able to learn from the strats team, really upskill ourselves. I was able to upskill myself and execute on those high performing automation journeys. That's incredible to hear. How did you find using Emarsys as a platform for yourself, not just from your skill level, but from a day to day use? And how do you use it on a day to day basis? Yeah, definitely. The Emarsys platform is super intuitive and very user friendly and beginner friendly as well. It's really easy to understand, the amount of data that we're able to extract from Emarsys, the data dashboards as well, are super helpful for us to then analyze and implement new journeys or really optimize our current ones. So overall, it's been a great experience using Emarsys, as I believe it's a super simple but, super effective platform as well. Awesome. Thank you so much for joining us Vaibhav, and we'll come back to you later, I think, when we're doing some questions, keeping some questions, I think we can see some questions coming in already. So, thanks a lot. Well, good. Thank you. So, Carolina, obviously it was incredible. It's great to hear about, you know, some of the key successes that you've achieved, some of the challenges that you've overcome. Tell us a little bit you know what's what's next. Or you know, maybe let's understand some of the challenges you're facing. How are you looking to address them and what is next. What are you, what's on the roadmap for you? Sure. Look, what's next for us? It's really investing in or continuing to invest in on first party data. And up. Upgrade that level of engagement. And again, not groundbreaking, but a loyalty program is the most obvious next step for us. And so that's really where we're, investing, scoping and saying what level of loyalty program fits well for our business model. So we can continue to meet that consumer need, in the, in the engagement experience that they're hoping for. Well. So. So what kind of challenges do you think a loyalty program is going to help address? Look, we again, within the digital space. We do expect a loyalty program to be hopefully fueled by an app. And so that is a completely new channel, a level, a different level of engagement. So that's definitely a really big discovery. And it's one that we're seeing the demand continue to grow. Sorry. My light just went off. It continued to grow, with our customers, so. Well, again, meeting those consumers experience where they want, trying different levels of engagement, like push notifications is definitely one that we're super, super excited for. And ultimately driving a new level of engagement. So really targeting that frequency and showing the value to our customers of, hey, what? Why should you really sign up to us? Here's the benefits. Here's what you have to gain. And not just from a pricing strategy or the value perception, but just purely be connected to our customers, continue to further understand their behavior, and maximize their value. Yeah. That's incredible. You know, it's it is really about creating a really positive experience for the customer. But it's also about getting that data right. I think we were talking when we were talking about this, I think a year ago we were starting to lay the foundation for what's next. It was really interesting because obviously in the e-commerce space, there's just so much to do from, you know, rewarding those customers who are shopping with you frequently who are loyal, but also from in-store perspective. I think we talked about, you know, loyalty, helping to identify those shoppers who are maybe are not we're not currently identifying who are anonymous and who are maybe loyal, but we're not able to track their their journey. Do you want to tell us a little bit about how you're working on? Yeah, I think thanks for doing that for sure. Look, we, although we're considered a restaurant, we are a QSR, which is a quick service. And so that experience comes with a lot of benefits but also challenges. So our customers are not expecting to provide their personal information at the checkout. That's just not an experience. Speed of service is quite, important for us. And we want to continue to, preserve this this, so for us, the opportunity is about right, so where do we really engage with our offline customers? How can we nurture them, capture the data or identify them so we can better serve? And this is where we really see a loyalty program driving that engagement, being a channel that ultimately supports the offline experience, within a digital space. So, you know, I think I'm happy to share McDonald's. Obviously, it's been something that they've significantly invested and have done really well. And that's those are some of the experiences that we are hoping to capture, their benefits, and implement with our own customers. Yeah. That's right. I mean, McDonalds is a really good example of their app feature pushing customers to preorder before they get. That's that's great. And is that the direction that maybe Krispy Kreme is going in as well? Yeah, maybe not with the same, same same experience. But that end goal, right, of not disrupting the offline shopping experience where customers, want to be in and out, they know where they're going for, but add notes. Hey, you know this, these are ways that you can effectively gain value. Do you want to redeem this offer? Here's how you can do it. And so customers are really going into store with already that decision making, and ultimately, again, continuing to gather their data so we can continue to optimize our offering and provide us with personalized experiences, through a variety program. Yeah, absolutely. We've talked about the loyalty wallet. Sorry. The mobile wallet a little bit. Do you want to tell us a little bit about about that and what you're thinking of how you want to use that for, for Krispy Kreme? Yeah. For sure. Look, we're obviously still at the scoping level. It's been a year, but we're still in it. And we're looking at all options, but by far, obviously mobile wallets is one that fits really well. From a capital investment perspective and also from a consumer engagement perspective. So again, one of the biggest challenge is how do we identify and recognize our customers at the, our store point of sale. And that's a really easy way to seamlessly integrate in our cause. And then obviously customers can just go in and activate their offer. So that's definitely one of the potential solutions that we're looking for. So we can grow at scale. Absolutely. So you tell us it's been a year. So I guess obviously there's when you're coming from a business like Krispy Kreme where you've got that online ecommerce space, you've also got those stores, your own stores, but also those partnerships with other, brands. You were saying Coles, Wooly's etc like how do you manage all of that? I think that's how do you manage that data? How do you what are the challenges that you're facing there? Look, from a data strategy perspective, although we're an omnichannel, other for our business set up from a data strategy, we are probably more multi-channel. So we're not fully integrated, where we really optimize or leverage resources through our own channels. So predominantly our own e-commerce and then our own retail network. So anything within the DFD space, we don't necessarily have access to their data, although we get a lot of, industry insights. Ultimately there are different shoppers. And that's the beauty of Krispy Kreme. We're able to really flex our product and meet our consumers whenever they need in completely different occasions and shop formats. So we we have a very clear, needs to serve within our, retail. We have a completely different need to serve in our e-commerce. And then again with DFD. So they're very, very different experiences. But where we apply this focus and level of engagement is investment focus is through our own. So part of that is just the opportunity for us is making sure that within our own channels, we have that data and experience completely integrated and seamless. And so if a customer is going to our shop, we are able to provide them with all the benefits and all the experience that you would in an e-commerce space. That's really, really interesting insights, isn't it? There's always these going to be these challenges when you're managing so many different points of sales, where people can actually purchase your product. So it's really interesting to hear how you're strategizing about it. So obviously, so, you manage e-commerce? ANZ sorry, Krispy Kreme. ANZ is that right? So how do you how do you work more globally with your broader global team and how do you manage that? For sure. We. Yeah. Krispy Kreme. We are an American brand. So we have our let's call HQ, in Charlotte, North Carolina. And very recently we had a reform, let's call it, of our global team. And it's been a dream come true for the local market. So, I think majority of global brands, local markets tend to have limited capital or limited in size. And one of the things we were identifying as a global brand was we were all trying to fix the same issues, and we're all trying to, invest in the same areas, although we were not talking and we're not sharing those insights. So that's really where the global team is coming in to support us. And making sure that, yes, we are making investments where I make sense in and in the implementation, that it makes sense. We're not ultimately customizable, not super shiny zone. And this something that still unifies us. So that's been an absolutely new level of engagement for us to have an extra life consultancy, an extra way of thinking, and, and as well that has, played a huge part with our Future solution program. So a really big part to this engagement is, continue to show what the great work that we've done with the Emarsys, but as a SAP, enterprise solution, what a global capability we're showing. Hey, this is the awesome work that we've done. And how can they replicate this now across the globe? So that that is the constant journey that we have as a global brand is grab whatever it's amazing or great in size across the markets and then spread it in a really consistent way. That's incredible that you've gotten results that are so good that actually your goal was looking to replicate some of these across other markets. Wow. That's that's a really, really incredible achievement. Well done to your team on like just working and strategizing and being able to produce those results. That's that's really incredible. So I guess I have a broader question as well. So what advice would you give to, you know, potentially other brands that are considering Emarsys? Yeah. Yeah, it's a really and I would say maybe advice, but it's definitely a learning from us. We're really clear in our 3 to 5 year development roadmap, when engaging with a powerful solution like Emarsys because it'll make the world of difference and making sure, that ultimately you're bringing in Emarsys as part of your journey and vice versa. So Emarsys as a solution is also ever growing. And so having a clear vision on its solution roadmap is really clear. So you could try to unify that with your strategic implementation. But then also bring in Emarsys, as a specialty partner into your strategic framework and really allow for that to build as a partnership together. That's been something that we've learned, throughout this experience of really partnering with our solutions and leveraging their capabilities and their specialties to solidify our strategy. But ultimately have a really great way of sharing what's to come. I think retailers such as ourselves, who are not necessarily, technical driven for implementation, we might not be aware of what some of our consumer shifts are, what our consumer needs are evolving. And so Emarsys, given that the integration with so many different vendors, we get so many great insights on what's next, what's the next step for our customers. So again, having a solid partnership, making sure strategies are aligned both ways. But ultimately having a very clear roadmap. And share that very transparency with your partner. Well, some thanks for those insights. I think that is really helpful, you know. It is important, you know, you're not implementing a tool just for a year, right? It is really about, okay, how are we going to build on the wider strategy that we're trying to roll out for our customer journey, for our omnichannel, unified customer journey? Right. So it's really about thinking it's ever growing. It never stops. Right. And I think was unique or potentially the challenge to sort of explain to, our leadership team that may not understand this completely. Right. It is our consumer needs shift all the time. And so does your experience. And it doesn't stop. And so it's a constant ever, ever, ever growing experience. So having again that specialty partnership with us, even tell us how that's changing is so critical. Yeah, absolutely. It's interesting as well. I'd love to understand as well, because obviously a lot of retailers and, are seeing a little bit of a slowdown, some challenges around what they're facing currently and in the market and the economy. So, how are you tackling that? How is that impacting you as a brand? Yeah. Great question. I think, all retailers to a degree are, facing challenges with, inflation and, obviously consumers being a lot, careful with their spend. Luckily for Krispy Kreme, we've, really preserved our growth. We have some rapid growth happening specifically within our DFD space. And that's really growing our expansion. So we are definitely still at expansion, stage within our business with some very, very. Ambitious growth. And at the same level, we are rapidly expanding our digital experience. So we've been very fortunate in that area, that we haven't necessarily felt where we are. Obviously applying a lot more attention is within our investment level, making sure that we are making the right investment, the appropriate investment for the returns that we're making. We also know that in Australian and New Zealand, consumers are very value sensitive or price sensitive, and that's what we continually want to offer. So we're very obsessive with our customers. So that consumer centric behavior, and we leverage Emarsys enormously, to get these insights so we can continue to evaluate what. What's our next step? What's our next, strategy framework, offers that we need to, put out there for the market. So I would say with the recent market macro environment, it's been really, really emphasizing the the importance of being clear on your investment level, but also making sure everything is data driven, based on our consumer needs. That's wonderful. I'm a little bit conscious of time. I think we can carry on talking about this for quite a while, but I also want to leave some time for questions. So I think, well, hi. Yes I'm back Carolina. And that was excellent. I think that passion about your business really comes across. And also, the value that the partnership with the Emarsys has had. There have been quite a few questions coming through and if you're on the call, please continue to, post your questions in the chat. I've got a couple that I'd like to highlight if it's okay. Carolina, you mentioned a couple of times around the integration, strength of Emarsys and also the data flexibility. Can you talk through a couple of the platforms that you have got integrated with the Emarsys in your business? Yes. Of course. But most, most of it has been for timing within our e-commerce platform. So, we are currently with Magento. And that's been the main view or data, data flow that we have integrated with the Emarsys. And then from there distributed across, other networks. Excellent. There's probably a question for you. There's a question around, how many campaigns you typically have in market at any given time and how you have that balancing act around not over communicating to different segments, or customers. Yeah, I think that's exactly right. We we tend to not overdo with our communications, but really keep it relevant to our audience and, effective communication as well. So in terms of how many campaigns we have in market, we have, as Carolina mentioned, about six automation programs, always on and always running. And then we have our, overall digital execution of our overall marketing campaigns, whether this be sale days or new product launches such as new donuts, or just overall communication strategies such as, changes to our fundraising program, etc.. So yeah, really not making sure that, communication is effective and, not overdoing it. Excellent. And then, probably a follow up question for you, Vaibhav. Do you have a dominant channel that's performing the strongest, that your customers respond to? Yeah, definitely. Even our EDM channel. So our Emarsys channel really allows us to directly communicate with our audience base, and we see the reception, of our communications on our EDM space be super positive and super. Our customers are super engaged with, with our email content. So I would definitely say, email content is a strong, communication channel for our overall marketing strategy. So. Carolina. Probably a question to you. You mentioned the macroeconomic environment just before, and you earlier also talked about AB testing. There's a question here around, have you seen any other interesting consumer behavior, trends or changes over the last couple of years by leveraging the data in Emarsys. Absolutely. Look, I would say at a product range that definitely has shifted. So we see that the majority with our ATV behavior. So we're not necessarily see our consumers, stop purchasing or decreasing their purchasing. We're definitely seeing a shift in their, basket behavior. So they're obviously being a lot more offer sensitive. For us, we've have really bridged the gap with, unified with some of our welcome programs or your birthday program or your anniversary products. So definitely, one of the behaviors that has been in line with the launch of these automations is that savviness to really for customers to use some of these programs that we have in place, that has been a huge, driver for us to protect as well. Transaction count. I just want to oh, sorry. And add to that, actually, I think, you know, we we worked, recently on, on launching an omni channel. Sorry, real time engagement, channel on your website. Right. So I think, that's really to Carolina's point, a lot of the strategies that we've been doing is how do we protect that AOV, how do we protect that the number of transactions or, and the number of, items in a transaction. And I think we recently launched, a few months ago or at the beginning of the year, a, omni channel, to increase average order value currently. And maybe do you want to talk about that a little bit? Yeah. For sure. Look, within our existing e-commerce experience, we, offer our customers the goods, collect from one of our shops or have a delivered to your home. So a really convenient offer. We know on average, the split between both of these options, and we have an offer attached. So if you spend X, you get free delivery. So that's a really easy way for us to really target and have, the program checking the total value in the basket and really incentivizing customers to be aware of the offer, that they could take advantage of it. And also provide a really unified experience. So there's no surprises at checkouts. Or maybe customers will be incentivized to add another dozen to their basket and take advantage of free delivery. Yeah. So and that that was a really good example for us to really continue to protect, and, maximize our value. So I mean there's a question here for you around the Strat services. So is that available to all customers and in different verticals outside of quick service restaurants. Yeah, absolutely. so we are really here to we're really a team that helps to analyze the data, identify opportunities which our industry here. And we work in completely different verticals. So we work obviously with Krispy Kreme. We work with other clients in different verticals, whether it's travel, hospitality, retail, e-commerce. And we're really here to help, you know, advise when it comes to best practice. When it comes to what an ideal customer journey looks like, taking really into account a, brand by brand, a view of, how we can help apply those best practices. Excellent. And I have one very important final question for Carlina and Vai, which is do you have a favorite donut? I do. Mine unfortunately was taken away. So back, which is tiramisu. Oh, okay. That's an excellent choice. What about you, Vaibhav? Tiramisu is definitely up there for me, but my top favorite would definitely be, original glazed Donut. Especially when they are hot on the line and and they just melt in your mouth, that is. Yeah. It's truly incredible. It's a very unique and very special product. I have to say, I think I'm. I'm with you, Vaibhav. The original glaze is definitely my, preferred poison. So with that, I think we might end and give you some time back. Carolina and vibe. Thank you very much for sharing your story and your journey with Emarsys today. With us today. Sammy, and thank you for guiding us through the discussion and really unlocking some insights for everyone on the call today. To end it, as I mentioned at the start of the call, if you are interested in learning more about Emarsys or the Krispy Kreme journey, Emarsys.com Is the best location to find out more information. As you can see here we have our new Consumer Products report available on the website and you can always request a demo. There are also additional webinars available on our websites. And we have four product releases a year, the next one coming out shortly. So we will be announcing more of the features and capability that will be launched. For now, thank you very much for joining and we look forward to seeing you at the next one. Thank you everyone.