Value Proposition

TOMS offer a simple, yet very meaningful cause behind their shoe business. With every purchase made, a donation of a pair of shoes goes to a child in need in another country. This concept provides customers the opportunity to make a personal contribution while receiving something in return. TOMS implements a push strategy where they 'push' their business concept and product towards the consumer, forecasting a demand for the product. TOMS mission is to transform everyday purchases into a force for good around the world.  When you buy a pair of TOMS Shoes, you're also helping to improve the health, education and well-being of a child. The company's ultimate vision is to create a better tomorrow by taking compassionate action today. 

Positioning of TOMS

In 2006, TOMS Shoes founder Blake Mycoskie and five interns started TOMS in a small apartment in Venice Beach, California with one goal in mind - to give shoes to children in need.

After six years of establishment,TOMS has finally opened their very first retail store and community space in Venice, California. Inhabiting a Craftsman-style cottage, the 2,200 square-foot indoor-outdoor space feels and looks like a comfortable college coffee house. Not only is the store a place to sell their shoes, but also a community space where anyone can come in to purchase coffee and snacks, lounge around on their couches, enjoy free Wi-fi, read a few books, or even lounge out in their backyard where provided is a fire pit for nonprofit groups.

The TOMS flagship store certainly reflects much of what is seen visually on their online retail store. Their aesthetics stay true to heart and their message of giving back translates openly in their actual brick and mortar store. By improving people's lives, they wanted to create a community space where everyone can enjoy while embracing the products and the message behind it all. A full range of TOMS products is available, including men's, women's and children's shoes and boots, sunglasses, t-shirts and sweat shirts, and leather-bound TOMS journals. All price points in the brick and mortar store remain the same as what is listed on the official TOMS website. ($20-$100+)

The differentiation between the online store and the actual brick and mortar store is that customers can visually understand the aesthetics represented from TOMS online store; however, they cannot fully grasp the feeling of its nature and design unless they visit their actual store to experience the atmosphere.

Citations:

"Venice Flagship Store." TOMS Abbot Kinney Store in Venice. TOMS, n.d. Web. 22 Apr. 2013. <http://www.toms.com/venice-flagship-store>.

Moore, Booth. "Toms Shoes: A Venice Shoe-In." LA Times. LA Times, 23 Dec. 2012. Web. 22 Apr. 2013. <http://touch.latimes.com/>.

Brand Awareness

In 2006, Blake Mycoskie founded TOMS - short for a better tomorrow. Mycoskie was inspired by a trip to Argentina where he witnessed extreme poverty, poor health conditions, and children walking without shoes. During his trip he discovered the alpargata shoe, which was quite simple and typically used by farmers of Argentina. Soon after, Mycoskie redesigned the shoe to introduce it to the U.S. market. It became his solution to show how together, we can create a better tomorrow by taking compassionate action today.  

Target Market:

TOMS segments both suburban and urban environments. The shoes are stylish on the streets of New York City or even great for a casual walk through the park. TOMS target men, women, and children who are style and environmentally conscious. Their target market has middle to high paying incomes and can come from various occupational levels. They are media savvy, actively involved with social issues, and are willing to pay extra to contribute in making a difference. 

Branding/Packaging:

The TOMS logo is very simple and straight to the point. It was inspired by the origin of the company's discovery, which the logo reflects the Argentinian flag. The design and color is simple and makes it easily recognizable by many.  

TOMS does a great job in packaging their products using eco-friendly and recycled materials, staying true to their aesthetics and environmental values.

Inside each shoe box, customers will find their TOMS placed inside a TOMS canvas bag along with a letter from Blake and a TOMS sticker.

Aesthetics

TOMS offer trendy shoes made from various vegan friendly and sustainable materials, giving the customer a 'feel-good' attitude when purchasing their shoes for a good cause. TOMS customers enjoy the natural feeling that TOMS embraces in their products and throughout their online retail store. The products are captured in clean and clear images, and as for other visuals within the site, they translate vibrant optimism and the genuine desire in making a difference in the world.

TOMS offer many ways in which customers can get involved, making it more than just a shopping experience, but a shopping experience where they can make a personal contribution to a child in need.

The TOMS One for One blog that is offered through their website contains plenty of information for interested customers to engage in events, find out about TOMS latest news, learn more about what they can do, watch videos in relation to their cause or products, and other general information.

CRM Through Addressability & Memory

TOMS creates a relationship with the customer by implementing a log-in option. By logging onto TOMS as a member, customers can access to their history of orders and returns, addresses, check gift card balances,  track order statuses, create wishlists for future purchases, and even communicate with customer service for any questions.

Suggested Improvement:
In each customer's Account Summary, there could be an additional option under the category that suggests similar styles and color shoes based off previous purchases to stimulate more encouragement to future purchases. When a customer clicks the option, there could be thumbnails of the styles for the customer to view and select the item; directing them right to its main page. This could ultimately push for more interest and sales overall.

Best In Class: Interactivity

TOMS provide interactive help and other options for customers to enhance their shopping experience. You can call, have a live chat, send a message, or even send a tweet through Twitter.

TOMS is Best in Class for the many ways in which they reach out to their audience. Another way in which TOMS interacts with customers is through their mobile app which is free to download. Within their app, they provide great functions such as shopping through their online store from your phone, virtually try on their eyewear, videos about their One for One Movement, and a forum in which fans and customers can post up comments and pictures about their shoes or eyewear. The mobile app has features that keep their fans and customers updated to new styles, trends and inspirations, events, news, and other related information.


Another part of their website also features a "How We Wear Them" page where fans can upload and share their favorite TOMS photos together. This is a great strategy in bringing everyone together to interact as a TOMS community.

Being that they're Best in Class, TOMS even offers a 100% Happiness Guarantee which they encourage customers to talk to them about any questions they may have, concerns, or issues with their order. The TOMS team is ready to assist any customer to guarantee their happiness!

Control

Customers can filter what they want to see when shopping from style, size, color, price, and a sort by option. A search option box is also placed at the top right side of the website, allowing customers to find what they want by entering in the search with a specific color, style, or product. This enhances the customer's shopping experience as it creates an easier way to navigate the website and caters to their convenience. Shoppers will be able to find what they want specifically on the website with these simple and easy tools.

Another great option in which the customer can control is the "Find Your Perfect Fit" tool. By clicking on "Shoe Me How It Fits" button on the page in which you viewed the shoe, you can fill in 3 simple steps to find out whether or not the shoe fits right for you.