Doves Farm banks on AI-powered digital marketing platform to connect with consumers

By Gill Hyslop contact

- Last updated on GMT

Doves Farm’s speciality flours – including Oat, Coconut, Brown Rice, Chickpea, Quinoa and Teff Flour – are made from organic ingredients and are vegan certified and gluten free. Pic: Doves Farm
Doves Farm’s speciality flours – including Oat, Coconut, Brown Rice, Chickpea, Quinoa and Teff Flour – are made from organic ingredients and are vegan certified and gluten free. Pic: Doves Farm

Related tags: Doves Farm Foods, Freee, organic flour, Ancient grains, Gluten free products, Mapp, ecommerce, AI

The UK specialist miller and baker has joined a list of blue chip customers – including PepsiCo, Ella’s Kitchen and Vivienne Westwood, among others – that have adopted Mapp’s Customer Data Platform (CDP) to drive a targeted digital communication strategy.

According to Mapp, its AI-powered technology gives marketing decision-makers more time to focus on their core business and still deliver highly personalised marketing activities. Automated messages can be sent to the ideal marketing channel at the optimal time and with the right contact frequency. And thanks to one-to-one personalisation, maximum engagement as well as long-term customer retention are achieved.

These are some of the reasons Doves Farm Foods chose the marketing automation platform.

The Berkshire-based miller and baker has seen strong growth over the past year due to the pandemic, with customers heavily relying on its digital platform for organic flours, ancient grain flour, baking ingredients and biscuits. Its gluten-free range has also become increasingly popular.

Doves Farm recently made the decision to split the business to better focus on three key areas, including the original Doves Farm brand, Freee (gluten free) and Trade. Each required a standalone website to highlight the brand’s key features, engage consumers and drive online sales.

Strong marketing partner

“We chose Mapp as our marketing automation platform because we needed a strong partner to help us get to that next level,”​ said Thomas Barkholt, head of Marketing at Doves Farm.

“This partnership will enable us to focus on each of the different brands under the Doves Farm Foods portfolio, better integrate and utilise different sources of data about our customers, make our communication more relevant and ultimately, help us grow the business.”

Doves Farm’s refreshed customer engagement programme involves new designs, better segmentation of its customer lists, and optimising send outs and other digital marketing activities. It will also be initiating automated journeys, which will allow Doves’ team to focus more on the strategic direction of the business.

“As a business, we love working with growing brands and it has been hugely exciting to leverage Mapp Cloud technology for Doves Farm, a company which has experienced rapid growth recently,”​ said Victoria Stephens, customer success manager at Mapp.

“We are continuing to innovate and implement programmes that are tailored to Doves Farm customers based on intelligent insights and have many exciting plans upcoming.”

Related news

Follow us

Products

View more

Webinars