While shifts in fashion characterise commerce generally, no sector is more sensitive to changing tastes than footwear and accessories. TOMS, with an ageing customer base, recently opted for a brand repositioning to evolve its giving strategy in a way that would attract a younger demographic and continue to service its loyal customers. Accordingly, TOMS recrafted its giving strategy to invest in grassroots efforts or “local heroes” while simultaneously redesigning its product offering to reflect the styles of a new, younger audience aligned to TOMS’ core mission of improving lives.
TOMS partnered with leading digital commerce agency Astound Commerce to migrate its eCommerce experience to Salesforce Commerce Cloud (SFCC) Storefront Reference Architecture (SFRA), allowing for best-in-class customer experience, thoughtful and up-to-the-moment merchandising, and personalised content and product recommendations.
TOMS selected SFCC as the foundational platform solution to drive its digital business forward. SFCC was chosen for its flexibility and broad toolset—which allow smooth updating and merchandising, creating a best-in-class customer experience. Astound partnered with TOMS to identify the optimal implementation approach to support its specific business needs, including key integrations for a complete brand representation and customer experience. Leveraging Astound’s deep experience with strategic technology solutioning, the team implemented the SFCC SFRA. Astound’s customised implementation of Page Designer allows for easy content management and provides TOMS flexible ways to highlight many new partners addressing mental health, increasing access to opportunity, and ending gun violence.
The SFCC implementation also included key integrations to support customer loyalty (CrowdTwist), personalisation, product recommendations and reviews (Einstein, PowerReviews), customer data insights (Custora), and a variety of flexible payment options (PayPal, ApplePay, Klarna, AfterPay, and Clutch Gift Cards). TOMS and Astound also partnered on a unique approach to solving for order management system functionality needs leveraging the power of SFCC.
The new TOMS eCommerce experience is powerful, flexible—and fast, allowing TOMS to deliver its bold new initiatives. Average page load time decreased by about 22 per cent for the new site.
Marie Thomas, VP Global Technology commented: “Astound Commerce has been a fantastic partner for TOMS. Astound’s depth of experience has been invaluable as we navigated critical decisions involving the selection and implementation of Salesforce solutions that fit our objectives. We are thrilled with the end result and see it as a key enabler of our goals to attract a new demographic of customers, showcase TOMS’ brand position, and communicate our updated giving model.”