Project Overview
The TOM Co is the newly established parent company of TOM Organic and tooshies by TOM, Australia’s leading organic personal and baby care brands and 2017 Australian Organic Business of the Year. A female founded business, they exist to enhance women’s health and wellbeing, to reduce the chemical load on the environment and to inspire conscious living.
As a B Corp, The TOM Co use 100% organic cotton and biodegradable products to ensure that women never have to compromise their wellbeing or the health of the planet with the products they buy.
Growth across the business saw the launch of baby brand tooshies by TOM in 2016. Like many businesses they made the decision to keep this new website separate from the more recognisable TOM Organic brand. This resulted in two separate brand destinations plus an online store that didn’t reflect either aesthetic.
TOM Organic engaged Northmost to bring their multiple brands into a single online destination supported by an online shop that stocked their full range. To enhance the customer experience, Northmost designed and developed a fully customised subscription platform, allowing users to choose their products and frequency of delivery across baby and TOM Organic ranges, ensuring they would never run out again.
Launching in July 2017, The TOM Co has seen a significant increase in online sales and subscriptions. A successful marketing campaign for ‘Empowered Women’ in August gained huge support through merchandise sales and influencer based promotions of the new website.
Project Commissioner
Project Creator
Team
Creative Director: Beth Walsh
Technical Director: Michael Walsh
Project Brief
With two prominent brands on the supermarket shelf and a Telstra Business Woman of the Year at the helm, TOM Organic needed to overhaul their digital experience, bringing their segregated brands into an expandable digital ecosystem.
The previous websites were primarily ecommerce focused with little storytelling on TOM Organic’s core methodologies as a leading organic brand. Online sales were low and engagement on the site saw users focusing on stockists over branded content. To compete in a growing market, TOM Organic needed a new site that better represented their individual brand differentiators and organic business practices. They also needed a digital strategy encouraging customers to alter their purchasing behaviour, moving away from the traditional supermarket shop to their online store.
Customer research was also a core focus of the brief. Although TOM Organic was well connected to advocates of their brand, they didn’t know how their customers were thinking, feeling and what they were doing at different stages of their personal and online journey. We needed to understand what would encourage new customers to engage and purchase online and how to change the shopping behaviour of existing ones.
Project Need
The new website had four core focus areas; educate a growing audience about the importance of using organic personal and baby care products, increase awareness and promote advocacy of The TOM Co brands, provide a ‘never forget again’ subscription service and provide an alternative shopping destination to the supermarket.
With two major brands on the supermarket shelf, many customers were unaware of the link between them. TOM Organic needed to bring their brands together under a single destination and educate on the importance of using organic products for your health and the environment through an engaging brand experience.
With a smattering of small personal care brands emerging in the subscriptions space, TOM Organic needed to ensure they were providing customers a leading subscription service. Unlike many set and forget subscription models, personal and baby care product needs are unique to every customer. Subscriptions had to provide customers the flexibility to choose and alter products within their subscription from month to month, as well as set and update the frequency of their delivery through a self managed account section.
User Experience
Northmost ran workshops with the TOM Organic team, gathering insights on the businesses understanding of the customer, then comparing this with actual customer feedback and analytics from the current sites. We were able to paint a picture of the customer lifecycle and user journey, formalising segments and personas to feed into the new digital strategy.
The outcomes of this research and discovery lead to insights on the customer, and how their behaviour changed when purchasing nappies for their child compared to personal care products for themselves. It helped us understand that a ‘one size fits all’ solution was not an option for these brands, every woman and child is different. It also highlighted strategies that would provide TOM Organic the online sales growth and engagement they were looking for.
We investigated the best approach to brand hierarchy online from both the customer and brand perspective, providing a solution that would be flexible enough to add future brands and easy enough for the team at TOM Organic to update regularly in the CMS.
With many new organic brands flooding into the market, TOM Organic needed to ensure that their place as a leading organic personal and baby care brand in Australia was strengthen online.
Project Marketing
Two weeks after go live TOM Organic launched a national campaign to empower women through a grant funded by merchandise sales on the website. This campaign received a lot of positive media attention with instagram posts from celebrity influencers plus the TOM Organic team touring Australia in branded combi vans spreading the word. The site saw a significant spike in traffic and sales leading to an extremely success campaign.
Post launch sales smashed previous targets and in the first three months saw a 300% increase in online sales and double the average order value from the same period the previous year.
Subscriptions launched in late September offering 30% off your first order. The promotion was blasted across social media channels, promotional spaces on the website and online blogs. Uptake of subscriptions has been a strong performer, converting previous single purchase customers to long term advocates of the brands.
Project Privacy
Users who wish to create an account or sign up for a subscription can manage their account details online through Shopify including information, products in their subscriptions and frequency. Subscribers can also pause and cancel their subscription at any time through a self managed account section.
Digital - Retail & Shopping
Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
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