Farmdrop, the ethical online grocery service which sources its products from local farmers, fishermen and other producers for consumers in the London area, has become the founding client for programmatic direct mail service HurdlGram.
Set up in 2012 by former Morgan Stanley stockbroker Ben Pugh, by 2017 Farmdrop had received nearly £11m in funding; it raised a further £10m last year. It works with over 450 producers and also offers ethically-sourced baby and kids, household and deli products.
Farmdrop will be using HurdlGram, which launched late last month, to encourage repeat purchases. Once a customer has placed their first order, it will trigger a HurdlGram delivering a personal discount offer for their second purchase.
It is claimed the scheme enables brand owners to efficiently and effectively deliver highly targeted, personalised experiences.
Farmdrop chief marketing officer Jamie Jaggared said: “As a grocery brand we operate in one of the most competitive markets there is, so the need to be able to communicate in the most timely and direct manner, offline and online, across all points of the user journey is mission-critical.
“We’ve had good results so far with our printed mail campaigns and have high hopes for this new programmatic channel in driving customer activation.”
Hurdle managing partner Andrew Creed, who created the HurdlGram scheme, added: “The integration of HurdlGram offers Farmdrop a real opportunity to deliver quick and personalised messages to its customers as part of a wider communication strategy. Its combination of speed, personalisation and relatively low cost helps brands create a physical customer experience that online simply cannot.”
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