This episode of the CRMC Webinar Series features Krispy Kreme, taking an inside look at the company’s UK analytics-driven loyalty strategy. Dare we say, this is a sweet conversation?
Most loyalty programs tend to see their most valuable customers enroll shortly after program launch, with diminishing returns over time. However, in the case of Krispy Kreme Rewards, even after five years of program availability, new members are still demonstrating a remarkable 144% increase in annual spend. This sustained performance underscores the program’s appeal and the effectiveness of its personalized engagement strategies.
Join leaders from Krispy Kreme UK and ITA Group to learn how analytics‑led personalization, test‑and‑learn experimentation, and strategic alignment transformed loyalty from a perceived cost center into a powerful engine for revenue and margin growth.
Discover how behavioral segmentation, smarter offer optimization, and seamless omnichannel execution helped drive record‑breaking performance with member spend now 91% higher than non‑members.
Whether you’re managing a mature loyalty program or building toward long‑term scalability, this webinar offers practical lessons for unlocking sustained value.
Our two presenters are Melissa Wood, Customer Engagement and Loyalty Specialist, Krispy Kreme UK and Chris Jones, SVP Customer Engagements, ITA Group. The webinar is hosted by Aaron Dauphinee, CMO Wise Marketer Group.
Featured Bios
Melissa Wood, Customer Engagement and Loyalty Specialist, Krispy Kreme UK
Melissa is a customer engagement and loyalty specialist with 16 years’ experience shaping retention, CRM and digital adoption across some of the UK’s most recognized brands including BMW, Sky, British Gas, Virgin Media O2 and Krispy Kreme UK.
Her strength is making loyalty commercially valuable – turning customer behaviour into strategy, and strategy into programmes that drive real habit and long-term value. Currently leading CRM and the Smiles loyalty programme at Krispy Kreme UK, she brings a rare balance of creative instinct and data rigor to the work of building things that actually last.
Chris Jones, SVP Customer Engagements, ITA Group
Chris is passionate about creating emotional connections between brands and customers by designing and delivering compelling customer experiences. His 30 years of experience across numerous industries serves as a foundation for personalizing solutions for every client.
As Senior Vice President of Customer Engagement Solutions at ITA Group, he and his team help brands engage their customers in ways that deepen relationships and create long-term value. When Chris isn’t working or volunteering at nonprofits in the Des Moines community, you can find him attending soccer matches of his three sons or professional teams, being active outdoors and becoming a soon-to-be expert guitarist.