TOMS’ “#WITHOUTSHOES” Campaign

As we have reported before, TOMS Shoes (the online retailer) is one of the leading firms in terms of its social responsibility efforts. Its overall business mission is closely tied to its social responsibility efforts.
Consider this:
  • TOMS matches every pair of shoes purchased with a new pair of shoes for a child in need. One for One. “We’ve given over 35 million pairs of shoes to children in need, teaching us 35 million lessons. Since 2006, people like you have helped us achieve this amazing number – and it’s leading to bigger and better things, like giving different types of shoes based on terrain and season, or creating local jobs by producing shoes in countries where we give. TOMS® Shoes are always given to children through humanitarian organizations who incorporate shoes into their community development programs.”
  • “TOMS Eyewear launched in 2011, and has helped restore sight to over 275,000 people in need. We give sight in 13 countries, providing prescription glasses, medical treatment and/or sight-saving surgery with each purchase of eyewear.”
  • “TOMS Roasting Co. launched in 2014, and has helped provide over 67,000 weeks of safe water in 6 countries. With each purchase of TOMS Roasting Co. Coffee, we work with our Giving Partners to provide 140 liters of safe water (a one week supply) to a person in need.”
  • “In 2015, TOMS Bag Collection launched in 4 countries with 3 Giving Partners to help address the need for advancements in maternal health. Purchases of TOMS Bags help our Giving Partners provide training for skilled birth attendants and distribute birth kits containing items that help a woman safely deliver her baby. With every bag you purchase, TOMS will help provide a safe birth for a mother and baby in need. One for One®.
In May 2015, TOMS launched a “#WITHOUTSHOES” campaign. For every photo of bare feet uploaded to Instagram during the campaign, TOMS donated a pair of shoes to a child. Click the image to read more about #WITHOUTSHOES.

 


 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Part 8: Putting It All Together | Tagged , , , , , , , | 2 Comments

Amazon and Its “Minions”

The ever-aggressive Amazon recently entered into its first promotional movie tie-in with Minions, an animated film opening in mid-July 2015.
As reported by Sarah Perez for Tech Crunch
“Forget billboards or magazine ads. If an advertiser wants to put its brand in front of a big audience today, you may as well slap that ad on an Amazon shipping box. Or, at least, that’s the mindset behind the new partnership between Universal Pictures and Illumination Entertainment and Amazon. The retailer has begun to ship customer orders in bright yellow delivery boxes featuring cartoon characters from the upcoming Minions movie. The deal represents the first time Amazon has ever allowed a third party to completely brand its delivery boxes, the company tells us.”
“The pairing between the movie makers and Amazon makes sense for this latest installment in the Despicable Me franchise of films. The popular movies, which to date have grossed over $1.5 billion at the box office worldwide, have already turned the film’s characters into merchandise.”
Click the image to read more.
 

 

Posted in Online Retailing, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer | Tagged , , , , , , , , , , | 1 Comment

Supercharging Up Multichannel Efforts

As we know, at this point in time, millions of firms are engaged in multichannel (omnichannel) retailing. Some do it very well; others can still do better — especially with creating seamless experiences for shoppers.
According to Wiser (a company that specializes in retail price intelligence, repricing automation, and analytics):
“In 2015, multichannel retail is the name of the game. With the growth of desktop commerce, and the emerging mobile commerce space, sticking to one channel is an outdated idea. Whether you’re trying to improve your visibility, or fixing your site to be mobile optimized, there is plenty of room for retailers to improve. Wiser’s new infographic shows how retailers can get the most out of their multichannel selling experience.”
Take a look at Wiser’s detailed infographic.

 

 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 4: Store Location Planning, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Part 8: Putting It All Together | Tagged , , , , , , | 1 Comment