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TOMSInitial Research and Ideas02/03/2015

Prepared by: Peter Spannagle, Principal UX Architect at Mobiquity


• Introductions (10 min)

• Show What We’ve Learned (20 min)

• Listen (30 min)

○ Business Priorities

○ Customer Feedback

○ Mobile Initiatives

• Collaborate: explore ideas together with User Journey Map (1 hour)

Todays Agenda


• What is TOMS about? (slides 4-10)

• Mobile and Marketing Initiatives (slides 10-19)

• Listening (slides 19-20)

• Brainstorming (slides 21-24)

• User Journeys (slides 25-28)

Table of Contents


What is TOMS about?


• Social Enterprise: commercial strategies to maximize improvements in human and environmental well-being

• Corporate Social Responsibility (CSR): giving back is the true purpose of TOMS

• Empathy and Motivation: don’t give up, don’t be cynical -- do something. Even small acts can have a big impact -- especially when you’re a part of a movement.

TOMS as a company is about...


• Interconnectedness: it’s not just about me

• Living Your Values: take every opportunity to do good

• Conscious Consumerism: make informed purchasing decisions -- practice mindful consumption

The TOMS lifestyle is about...


Changes in Consumer Behavior

Source:

http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2012/03/socially-conscious-consumer.pnghttp://www.thenetworkforgood.org/t5/image/serverpage/image-id/1619iEF49B920C16DCA78/image-size/medium?v=mpbl-1&px=-1

http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2012/03/socially-conscious-consumer.png

http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2012/03/socially-conscious-consumer.png

http://www.thenetworkforgood.org/t5/image/serverpage/image-id/1619iEF49B920C16DCA78/image-size/medium?v=mpbl-1&px=-1

http://www.thenetworkforgood.org/t5/image/serverpage/image-id/1619iEF49B920C16DCA78/image-size/medium?v=mpbl-1&px=-1


Changes in Consumer Behavior (continued)

Source: http://www.sustainablebrands.com/digital_learning/brand_innovation/shifting-landscape-consumer-values-implications-your-brands-future

http://www.sustainablebrands.com/digital_learning/brand_innovation/shifting-landscape-consumer-values-implications-your-brands-future


• Founded in 2006 by social entrepreneur Blake Mycoskie

• “One for One” has redefined CSR and been widely copied/adopted

• Started with shoes, also sells eyewear and coffee

• 4 retail stores: Venice, Chicago, Portland, Austin

• Gives in 60 countries: 35 million pairs of shoes and 250,000 people’s vision restored

TOMS Background Info


• Historically has not spent money on advertising. Able to attract corporate sponsors on brand strength alone.

• Social media has played a huge part in TOMS success

• Major market segments: teenagers, college students, single men/women who are price conscious

• Recent acquisition by Bain Capital -- $625 million valuation

Source: https://www.crunchbase.com/organization/toms-shoes2011 PR Plan: https://averima.files.wordpress.com/2011/09/toms-pr-plansbook.pdf

TOMS Background Info (continued)

https://www.crunchbase.com/organization/toms-shoes

https://averima.files.wordpress.com/2011/09/toms-pr-plansbook.pdf


Mobile and Marketing Initiatives


One Day Without Shoes

Source: http://www.sustainablebrands.com/digital_learning/brand_innovation/shifting-landscape-consumer-values-implications-your-brands-future

• Seven years running

• #withoutshoes hashtag campaign

• Some criticism re: most effective way to address global poverty (now working to create jobs and give)

http://www.sustainablebrands.com/digital_learning/brand_innovation/shifting-landscape-consumer-values-implications-your-brands-future


TOMS iOS App

Source: https://itunes.apple.com/us/app/toms/id566739470

https://itunes.apple.com/us/app/toms/id566739470


• Missing back button

• Buggy search

• Cart is not saved on app close

• Lack of personalization (my shoes, searches, shoe size, location)

• Missing integration with TOMS Passport Rewards

TOMS iOS App: low hanging fruit


TOMS Passport Rewards

Source: http://www.toms.com/passport


TOMS Passport Rewards (continued)

• New campaign: 3 months old

• Membership Levels○ Dreamer (0)○ Explorer (350)○ Trailblazer (1000)

• Qualified activities: point per dollar purchase + social media #TOMSPassportRewards

• Redeemable vs Lifetime Rewards


TOMS Passport Rewards (continued)

Source: http://www.tweetarchivist.com


TOMS Social Media: reaches 6,000,000+


Listening Exercise


• Business Priorities• Customer Feedback• Mobile Initiatives• Anything Else?

Now that we’ve shared what we’ve learned...let’s hear from you


Brainstorming


• One to One Connections: see who benefits from giving

• Virtual Travel: learn about people, culture, needs and opportunities (through the lens of CSR, social enterprise and sustainability)

• Curation: videos, music and imagery that mesh with the TOMS ethos (power to the peaceful: “conscious” lifestyle as music + yoga)

• Connect to the Real World: check in at stores, attend sponsored events, travel to the places TOMS does giving

Brainstorm


• The Tribe: expand this concept to create dialogue, collaboration and interaction for people who resonate with TOMS ethos

• Get Local:

○ meetups, work days, hackathons, incubators

○ community workshops to design shoes or eyewear that show off local flavor (ex: products by and for Brooklyn, Austin, LA)

○ continue to expand US giving: shoes for low income or homeless people...veterans and re-entry populations?

Brainstorm (continued)


• Address Sustainability: TOMS can’t fix everything, but does care and want to help.

○ First step is information -- then action.

○ Create a repository of info/action to address climate change and improve quality of life.

Brainstorm (continued)


User Journeys

toms - peter spannaglepeterspannagle.com/wp-content/uploads/2015/02/toms-concepting …toms initial...

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