​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

The footwear brand reveals the digital strategy and technology driving its global, community vision

TOMS footwear brand is leveraging digital innovation not only to engage its customers and sell products, but to also give back to the community.

Launched in 2006, and named after the abbreviation of ‘tomorrow’, TOMS runs on an ethical concept that when you buy a pair of shoes, the company gives a pair of shoes to people in need for a better future.

“We’re really a giving company that achieves our goals of giving through sales,” TOMS’ senior manager of email and loyalty, Randy Yasenchak, said during a presentation at this year’s Salesforce Dreamforce conference. “It really is wonderful and it is what has brought us to where we are today.”

In more recent years, TOMS evolved its business model to eyewear. Every purchase of a pair of eyewear sunglasses or optical by a customer provides sight assistance to people in need.

“This is about surgery, prescriptions, glasses, and things of that nature than can help people see for the very first time,” he said. “It is a really powerful and moving part of our giving model.”

In 2014, the brand evolved even further into selling coffee. For every sale, TOMS gives a bag of supplies to people all over the world who desperately need the help. Most recently, the brand launched a bag line, so for every bag sold, helps provide a safer birth for mothers.

“So we’re really all about evolving and giving,” Yasenchak said. “It’s not just about shoes, it really is about making the world a better place.”

But with such fast brand evolution, TOMS attracted a lot more customers and was faced with managing a larger amount of data across multiple streams. That brought the business to Salesforce, initially with the Service Cloud and then most recently, with the vendor’s Marketing Cloud stack, Yasenchak said.

“With all that growth, TOMS had data everywhere,” TOMS’ global vice-president of digital technologies, Hilda Fontana, continued. “From a customer service point of view, it was very difficult to really engage the customer. We had a lot of manual processes but we wanted to put a system in place that was shareable, scalable and help the customer engage and feel part of the TOMS mission. Salesforce Service Cloud really helped us engage and just put it all together so much better.”

Having all data shared across the Service Cloud, Fontana said international offices are now able to share information seamlessly and have a 360-degree view of the customer.

“It allows our customer service agents to really engage with the customer and make them feel a part of the brand, and that we know who they are and what they’ve done with us, how involved they are with us,” she said. “We also have the Sales Cloud, which helps us when we run campaigns with universities and engage a whole different community than just our customers.”

To help manage its customer engagements, TOMS adopted the Marketing Cloud earlier this year. On the email side, the company is utilising the platform to leverage data as it comes in, segment customer groups out and deliver a series of communications that cover the interaction lifecycle.

“It provides us with the opportunity to continue to share our mission with our customer, but to also streamline the technologies so we can start to pull data into one spot where we can actualise the data into really rich customer experiences,” Yasnechak said.

TOMS engages with its customers in a number of ways, including via its loyalty program, TOMS Passport Reward, which launched late last year. Customers get rewarded not just for purchases, but for reading blog content, watching videos and signing up for email listings. Those stamps can be used to redeem traditional rewards but also help support giving partners and organisations it works with to further the good, he said.

“It really provides a great way for us to just engage with our customers and reward them for things they are already doing,” he added.

- Azadeh Williams attended Dreamforce as a guest of Salesforce

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in