https://mapp.com/resource/case-studies/riverford-organic-farmers-produce-unprecendented-growth-using-mapp-cloud/ en

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Riverford Organic Farmers produce unprecedented growth using Mapp Cloud

CHALLENGE: Needed a Customer Data Platform with multiple relational data tables of customer, product, & order information to effectively communicate with their customers and keep up with the rising demand for their products & services.
GOAL: Ability to carry out complex queries, hyper-personalize & automate their customer communications efficiently to meet CX expectations
MAPP PILLAR SOLUTIONS: Customer Engagement, Unified Customer Data, Content & Personalization
Riverford.co.uk     /     United Kingdom     /     Food & Beverages
Riverford Organic Farmers produce unprecedented growth using Mapp Cloud

Riverford Organic Farmers Ltd is a UK-wide organic fruit, vegetable, and meat box delivery company founded by Guy Singh-Watson in Devon. Riverford Farm converted to organic farming in the mid to late 1980s, going pesticide free and set about creating a business to effectively distribute produce through a weekly vegetable box scheme: delivering directly to customers’ doors with locally grown produce. 

Riverford Organic has grown an incredibly loyal customer base, with over 50,000 boxes delivered weekly to its customers. This offline success has made its way online with a Trustpilot score of 4.8 stars out of 5.  

Results

  • Used automation to scale customer communication strategy
  • Hyper-personalization to drive customer engagement
  • Triggered content workflows for timely customer communications to improve the experience
  • Collect valuable customer data through programs to segment their customer base & personalize communications
  • Wicked Leeks Magazine Weekly Newsletter: 38k subscribers, 58.8% open rates, and 15% CTR
  • Riverford Veg Help Weekly Email: 42k recipients, 6.3k total clicks to website, 4.4k unique clickers, 10.4% click rate
“Mapp Digital’s cloud technology helped us grow through an unprecedented time (20-21), delivering crucial customer comms, at speed. Since then, using Mapp’s platform we have built out our contact strategies with the breadth of first-party data at our disposal, creating a highly personalised customer experience. The team at Mapp have always been on hand to support us – whether that’s been making efficiencies through automation or introducing an entirely new channel – and we look forward to continuing our work together, to encourage customers old and new to buy healthy, organic food that puts our planet first.”
Nick Glover , Customer Loyalty Manager, Riverford

Riverford needed to scale up its automation capability to meet rising demand

Riverford believed that having customers at the front and center of all communications is key to achieving customer longevity and maintaining strong customer sentiment scores. 

The company needed to significantly scale up its automation capability in response to the increased demand for its services. The Digital Marketing team required a Customer Data Platform (CDP) with multiple relational data tables of the customer, product, and order information to support the complexity of their communications model and meet shoppers’ expectations.

 

Mapp Cloud helps Riverford ramp up its customer communication strategy

Since selecting Mapp Cloud as their CDP & automation vendor in 2019, our platform has allowed them to unify their first-party data and create a 360-degree customer view. Having the data stored and structured in Mapp Cloud enabled Riverford to carry out complex queries, activate this data, and act on it to hyper-personalize and automate their customer communications. This helped them get better control over their communication strategy at scale and keep up with the rising demand for their products/services.  

Riverford can now send marketing and customer service messaging from Mapp Cloud, including business-critical communications for orders and box delivery timing customer information. With our Customer Success team, Riverford has received continuous support in streamlining content creation and automating several programs, including:  

  • Post-purchase delivery reviews  
  • Reactivation campaigns for lapsing customers  
  • Delivering a “Refer a friend” campaign (driving a significant proportion of new customers)  

Through these automation workflows, Riverford gains valuable feedback to collect zero-party customer data, which they can use to help improve their service provision.  

Riverford also wanted to use Mapp Cloud to grow its community and further engagement with its brand through its free weekly newsletter: Wicked Leeks Magazine. This newsletter contains recipe information, opinion pieces on environmental issues, and lifestyle articles on how to become more sustainable in our everyday lives. This community now stands at 38k subscribers, with a strong engagement rate, communications averaging 58.8% open rate, and an impressive 15% CTR.   

Additionally, the Riverford team sends a Veg Help email sent on the day of delivery to all customers who have a set veg box delivered. By using the customers’ order data (related-data tables) to both target the audience and show recipes/veg guides specifically related to the veg products a customer has received in their box that day, inspiring customers in the kitchen and aiding customer retention. It’s sent approximately 42k customers a week, receives on average 6.3k total clicks to the website, from 4.4k unique clickers each week – with a click rate of 10.4%. 

Planting seeds for future growth

With Mapp’s service team, Riverford now has help in the service side of the operations. By working closely alongside their Customer Success Teams here at Mapp, the company can constantly iterate on their communication journeys and devise new programs to help increase the number of customers in their database, grow retention rates, and ultimately drive revenue. 

Riverford also has gained better control over its customer communication strategy to deliver a flawless customer experience, despite the rising demand.  The brand is currently in the process of expanding its communication programs into additional channels, such as SMS and Mobile Push, to further enhance the customer experience.  

Riverford Organic Farmers produce unprecedented growth using Mapp Cloud

CHALLENGE: Needed a Customer Data Platform with multiple relational data tables of customer, product, & order information to effectively communicate with their customers and keep up with the rising demand for their products & services.
GOAL: Ability to carry out complex queries, hyper-personalize & automate their customer communications efficiently to meet CX expectations
MAPP PILLAR SOLUTIONS: Customer Engagement, Unified Customer Data, Content & Personalization
Riverford.co.uk   /   United Kingdom   /   Food & Beverages
Riverford Organic Farmers produce unprecedented growth using Mapp Cloud

Riverford Organic Farmers Ltd is a UK-wide organic fruit, vegetable, and meat box delivery company founded by Guy Singh-Watson in Devon. Riverford Farm converted to organic farming in the mid to late 1980s, going pesticide free and set about creating a business to effectively distribute produce through a weekly vegetable box scheme: delivering directly to customers’ doors with locally grown produce. 

Riverford Organic has grown an incredibly loyal customer base, with over 50,000 boxes delivered weekly to its customers. This offline success has made its way online with a Trustpilot score of 4.8 stars out of 5.  

Results

  • Used automation to scale customer communication strategy
  • Hyper-personalization to drive customer engagement
  • Triggered content workflows for timely customer communications to improve the experience
  • Collect valuable customer data through programs to segment their customer base & personalize communications
  • Wicked Leeks Magazine Weekly Newsletter: 38k subscribers, 58.8% open rates, and 15% CTR
  • Riverford Veg Help Weekly Email: 42k recipients, 6.3k total clicks to website, 4.4k unique clickers, 10.4% click rate
“Mapp Digital’s cloud technology helped us grow through an unprecedented time (20-21), delivering crucial customer comms, at speed. Since then, using Mapp’s platform we have built out our contact strategies with the breadth of first-party data at our disposal, creating a highly personalised customer experience. The team at Mapp have always been on hand to support us – whether that’s been making efficiencies through automation or introducing an entirely new channel – and we look forward to continuing our work together, to encourage customers old and new to buy healthy, organic food that puts our planet first.”
Nick Glover , Customer Loyalty Manager, Riverford

Riverford needed to scale up its automation capability to meet rising demand

Riverford believed that having customers at the front and center of all communications is key to achieving customer longevity and maintaining strong customer sentiment scores. 

The company needed to significantly scale up its automation capability in response to the increased demand for its services. The Digital Marketing team required a Customer Data Platform (CDP) with multiple relational data tables of the customer, product, and order information to support the complexity of their communications model and meet shoppers’ expectations.

 

Mapp Cloud helps Riverford ramp up its customer communication strategy

Since selecting Mapp Cloud as their CDP & automation vendor in 2019, our platform has allowed them to unify their first-party data and create a 360-degree customer view. Having the data stored and structured in Mapp Cloud enabled Riverford to carry out complex queries, activate this data, and act on it to hyper-personalize and automate their customer communications. This helped them get better control over their communication strategy at scale and keep up with the rising demand for their products/services.  

Riverford can now send marketing and customer service messaging from Mapp Cloud, including business-critical communications for orders and box delivery timing customer information. With our Customer Success team, Riverford has received continuous support in streamlining content creation and automating several programs, including:  

  • Post-purchase delivery reviews  
  • Reactivation campaigns for lapsing customers  
  • Delivering a “Refer a friend” campaign (driving a significant proportion of new customers)  

Through these automation workflows, Riverford gains valuable feedback to collect zero-party customer data, which they can use to help improve their service provision.  

Riverford also wanted to use Mapp Cloud to grow its community and further engagement with its brand through its free weekly newsletter: Wicked Leeks Magazine. This newsletter contains recipe information, opinion pieces on environmental issues, and lifestyle articles on how to become more sustainable in our everyday lives. This community now stands at 38k subscribers, with a strong engagement rate, communications averaging 58.8% open rate, and an impressive 15% CTR.   

Additionally, the Riverford team sends a Veg Help email sent on the day of delivery to all customers who have a set veg box delivered. By using the customers’ order data (related-data tables) to both target the audience and show recipes/veg guides specifically related to the veg products a customer has received in their box that day, inspiring customers in the kitchen and aiding customer retention. It’s sent approximately 42k customers a week, receives on average 6.3k total clicks to the website, from 4.4k unique clickers each week – with a click rate of 10.4%. 

Planting seeds for future growth

With Mapp’s service team, Riverford now has help in the service side of the operations. By working closely alongside their Customer Success Teams here at Mapp, the company can constantly iterate on their communication journeys and devise new programs to help increase the number of customers in their database, grow retention rates, and ultimately drive revenue. 

Riverford also has gained better control over its customer communication strategy to deliver a flawless customer experience, despite the rising demand.  The brand is currently in the process of expanding its communication programs into additional channels, such as SMS and Mobile Push, to further enhance the customer experience.