One of the most recognizable and charitable shoe brands worldwide, Toms’ popularity has sky-rocketed since the business’s inception back in 2006. Due to both the trendy fad of the shoe style, customizable and creative design options, and the brand’s “One for One” commitment to giving, Toms was awarded the prestigious People’s Design Award from the Smithsonian Institution and the 2009 ACE award by Secretary of State Hillary Clinton, which recognizes companies’ commitments to corporate social responsibility, innovation, exemplary practices, and democratic values worldwide. This fresh and booming company understandably chose Magneto software to run their online division.
The overall design aspects implemented into the web store reflect the well-known Toms brand perfectly: from the blue-and-white striped header to the “natural” textured backgrounds, unfussy font choices, and plain color palette, the entirety of the website adequately represents the pre-established brand emphasis on serenity and charity. A slideshow of moving product images on the homescreen showcases a few of the various designs that Toms offers, while a drop-down, fly-out menu atop organizes inventory according to gender, age, and style. Browsers can also flip through the online catalog to find desired items. Then, product detail pages contain filters for size, color, and price to narrow down the hundreds of styles–everything from shoes decorated with the Periodic Table graphic to neon blue glitter–to precisely what you’re looking for. Products also have a “Quick Info” pop-up feature to see available sizes and details without changing pages. Furthermore, each product page contains numerous customer reviews, pictures of buyers in “How We Wear Them,” extensive sizing details, “Add to Wishlist” capabilities, and assorted related products.
Checkout at Toms is somewhat unique, as the process allows you to register through your Facebook, Twitter, or Google account, or proceed as a guest. A secured checkout process that accepts PayPal and various other payment forms completes the uncomplicated shopping experience. The Toms webpage also features a handy “Retail Finder” to locate any and all nearby stores that carry the brand.
One final unique feature of Toms Online is the feel-good blog connected to the website (pictured below). An assortment of posts and video entries containing celebrity endorsements, news from third-world nations, and simply inspiring posts adorn the site and certainly make the experience on Tom’s website memorable.