Customer engagement is integral to building loyalty. Customers are in the driver’s seat. They have high expectations and are more empowered than ever in the purchase journey; influencing others, including brands, to meet their specific needs and behaviors. We are living in a social media and mobile world, and are surrounded by messages 24/7.
Social sustainability can be a key differentiator and motivator in our sharing economy. In consumer markets, TOMS built its message upon redefining "Buy One-Get One" as "Buy One-Give One" – and 35 million children around the world (and counting) – and by giving its customers a mission.
Toms Shoes does good business by doing good, says Blake Mycoskie, the brand's founder and “Chief Shoe-giver.” Keynoting on Monday morning in Boston at &THEN, a Direct Marketing Association Event, he told a crowd of marketers about how he started his company and knew that the purpose behind his company connected with customers.