Real-time OnTAAP mobile data applications revolutionise premium brand retailer’s stock management, production, delivery, ordering and reporting

London, UK – June, 29th 2006 - Krispy Kreme Doughnuts, the world’s leading premium brand doughnut firm, has deployed a real-time mobile data application to track stock, sales and delivery levels to its merchandising teams.

The application, onTAAP, which was built and implemented by UK software house TAAP, provides Krispy Kreme’s managers with real-time visibility of all stock, sales and delivery levels at each outlet.

Sales and return data are now entered into PDAs by merchandisers using the TAAP data capture application and are relayed to Krispy Kreme’s management in real-time over a GPRS network. Managers can review this information online immediately. They can then make informed decisions about production runs, ordering without delay.

Krispy Kreme Doughnuts has 22 outlets in the UK, including an outer London store within Selfridges in Birmingham. Some stores produce their own doughnuts and sell them directly, as well as supplying them to in-store bakery cabinets in Tesco supermarkets, their own kiosks and fresh shops up to twice a day.

Previously the stock control system was based on handwritten paper reports and estimates. TAAP streamlined the firm’s dated processes by using mobile data applications to shorten this reporting cycle and provide accurate real-time stock management information. This has resulted in more efficient production, more timely deliveries, reduced wastage and therefore greater overall sales margins for Krispy Kreme.

“TAAP’s mobile applications have allowed us to replace a paper-based system of stock management with real-time reports,” said Krispy Kreme UK commercial director Ann Ludlam. “This level of visibility and shorter turnaround is part of our technical evolution. It allows us to make decisions about production and delivery in real-time. It reduces wastage, allows us to change delivery levels for certain stores and product lines in the same day, and cements our unrivalled reputation for brand quality.”

About TAAP
Established in 2003, TAAP develops tools that help forward-thinking businesses capture, analyse and distribute data quickly and accurately. It provides mobile applications that enable efficient transactions in mobile environments. All TAAP products and services are straightforward to use across a broad range of mobile devices. Customers from all business sectors can be up and running quickly and easily with minimal training. In addition, a number of customised out-of-the box products have been developed to resolve specific industry issues in the automotive, property, field marketing and events sectors. These produce measurable returns on investment. TAAP boasts an impressive portfolio of customers including Chevrolet, Fiat, Galliard Homes, Krispy Kreme Doughnuts and Vauxhall.
www.ontaap.com

About Krispy Kreme

Founded in 1937 in Winston-Salem, North Carolina, United States of America, Krispy Kreme is a leading branded specialty retailer of premium quality doughnuts, including the signature Hot Original Glazed.
*A dozen Original Glazed cost £6.95
*Single Original Glazed £0.90
*A dozen assorted cost £7.95
*Single Assorted £1.10
Krispy Kreme can be found at www.krisppykreme.co.uk

For more details, photography or an interview please contact:
Annie Kasmai or Dave Wilby
Prompt Communications on behalf of TAAP
Tel : 020 8996 1652 /Out of hours : 07780 687813
akasmai@prompt-communications.com / dwilby@prompt-communications.com

Published on: 12:00AM on 29th June 2006