Doves Farm Foods gets personal

Specialist Miller and baker Doves Farm Foods has selected a new marketing automation platform to improve personalisation

Doves has turned to Mapp to provide a Customer Data Platform (CDP) to drive its digital communication strategy forward while delivering personalised and targeted customer communications.

It has also made the decision to split the business to better focus on key areas including the original Doves Farm brand, Freee (gluten free), and Trade. These key areas will each have a standalone website to enable them to highlight each brand’s key features.

Mapp will be key in helping to strengthen its current and future customer relationships by personalising every touchpoint and sending relevant, engaging, content to drive acquisition and retention.

Thomas Barkholt, head of marketing at Doves, said: “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.”