TOMS Marketing: The power of 'One for One' in social commitment
TOMS marketing shows how effective it is to retain customers through social responsibility. 'One for One' is not just a slogan, but a promise.
Companies know that loyal customers not only buy much more, but also at more regular intervals. For this reason, more and more organizations are turning to programs designed to guarantee customer loyalty.
A combination of customer loyalty and charity
An outstanding example of TOMS marketing is the 'TOMS Passport' - one of the most popular customer loyalty programs that comes directly from the American shoe designer TOMS. The success of the program rests on two central pillars.
The first step towards more loyal customers is simple:
The more you buy, the more benefits await you in return. Customers receive points for every dollar spent on toms.com.
If you have fewer than 200 points as a customer, you belong to the "Explorer" category and benefit from earlier access to sales and an annual gift. However, if you have more than 200 points, you can count yourself among the "Trailblazers". They can then also look forward to free shipping.
But where does the added value come in?
Up to this point, "TOMS Passport" is an ordinary customer loyalty program in and of itself. But if you now take a look at the second component of the success story, you quickly realize why the TOMS program is one of the most popular of all.
At the heart of TOMS marketing is the 'One for One' principle. This key phrase has not only conquered the customers of the shoe company from California, but has also gained worldwide recognition.
The idea behind the campaign is as follows:
Every customer can make a positive difference in this world by shopping at TOMS. With every purchase of a product, the company supports a person in need with the help of selected partners. To be more precise, there are now over 70 million people in more than 70 countries who have already been helped by the right shoe purchase. The company is involved in several areas. They help to restore sight, strive to make births safer and improve access to drinking water.
However, their main activity is the distribution of "Giving Shoes". These are produced locally and are intended not only to create more jobs, but above all to protect people from illness and injury. Different models for different purposes help children and adults to concentrate on essentials such as education. To date, more than 86 million pairs of shoes have been donated and the number is growing every day.
Support people in need with every purchase
TOMS marketing impressively demonstrates how companies can leave a deep impression on their customers through humanity and social responsibility, as in the 'One for One' principle. By combining a customer loyalty program with charity, the company is able to generate loyal customers and still give something back to the poorer among us.
Especially for the founder of TOMS, Blake Mycoskie, giving is more important than receiving, which is why he says: "Giving is what fuels us. Giving is our future. It's the core of our business."
