Mobile data keeps retailer sweet

Krispy Kreme Doughnuts goes mobile

Krispy Kreme Doughnuts is equipping merchandising staff with mobile devices to improve stock management, ordering and sales processes.

The confectioner has signed a deal with mobile application firm TAAP to replace paper-based stock management processes with mobile data systems that provide real-time updates on produce levels.

Staff are using handhelds at 50 stores, including Krispy Kreme counters in Tesco, to record sales and stock return data.

The doughnut manufacturer expects to make savings and improve sales by transmitting real-time data to management over a GPRS network.

‘We get quick and easy breakdowns of flavours that are selling,’ said Ann Ludlam, UK commercial director. ‘It helps control the merchandising operation.’

‘TAAP’s mobile applications have allowed us to replace a paper-based system of stock management with real-time reports.’

Krispy Kreme store managers are using the PDAs with TAAP technology to view stock levels and help with sales forecasting, but the retailer plans to extend its use of mobile data systems.

‘It reduces wastage and allows us to change delivery levels for certain stores and product lines in the same day,’ said Ludlam.

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