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

Azadeh Williams (CMO) | Sept. 18, 2015
The footwear brand reveals the digital strategy and technology driving its global, community vision.

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.

Source: CMO Australia


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