The document discusses ways for TOMS, a company that provides shoes to people in need through a one-for-one model, to inspire continued generosity from customers and strengthen its cause. It explores using mobile technologies like barcode scanning to allow customers to follow the journey of the shoes they helped provide and see the impact of their contribution. This could offer an personalized experience that provides instant gratification and encourages repeat purchases and giving.

1. A Case Study: TOMS tomorrow

2. simple design + comfort

3. It’s not about the shoes.

4. ONE FOR ONE

6. Tomorrow has come and gone.

7. ONE FOR ONE
AND THEN
WHAT?

8. HOW MIGHT WE
TRANSLATE THIS
OPPORTUNITY TO
SOMETHING SMALLER
SCALE FOR THE
AVERAGE CUSTOMER?

9. TOMS LEARNED:
“Children grow out of shoes fast! We aim to
give repeatedly whenever possible. Repeat
giving allows us to learn more about the
needs of the community so we can continue
to improve the way we give.”

10. TRANSPARENCY +
REPEAT GIVING +
DATA GATHERING
SHOES FOR TOMORROW

11. HOW MIGHT TOMS INSPIRE
SUSTAINED GENEROSITY
AND STRENGTHEN THE CAUSE IN THE EYES
OF THEIR CONSUMERS?

13. Mobile barcode scanning (including
traditional UPC barcodes and QR codes)
increased 1,600% globally during 2010.
(Source: Scanlife, December 2010)

15. Fill your soul sole.

17. Your shoes
will go to
____________
would you like to follow them?
yes no yes no
____________
turned four today but her shoes
were lost in a monsoon. Would you
like to help her secure another pair?
of your friends
scanned your TOMS
code! You’ve helped
contribute
$42
to the
__________________
village this month.
8
go barefoot: let others
scan & spread the word
build resources for
partners with existing
purchasing habits (other
1-for-1 deals)
watch your
contribution grow
(custowners)
opt in to follow
me-tail: personalized
experience
24/7 experience
available after
purchase
instant gratificaiton +
repeat giving
crowd sourcing:
ask friends to help
unlock access to
special events /
videocasts from
your town
repeat purchase