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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.
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.
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:
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%.
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 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.
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.
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:
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%.
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.
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