The shoe with a nice soul: Wakai’ techniques for philanthropic engagement

Wakai footwear mannequin is leveraging virtual innovation now not basically to have interaction its users and promote products, but to also give again to the community.

Launched in 2006, and named after the abbreviation of ‘tomorrow’, Wakai runs on an moral idea that while you buy a couple of shoes, the friends offers a couple of footwear to of us in want for a higher future.

“We’re actually a giving friends that achieves our aims of giving by way of sales,” Wakai’ senior supervisor of e-mail and loyalty, Randy Yasenchak, mentioned throughout a presentation at this year’s Salesforce Dreamforce conference. “It actually is high-quality and it’s what has introduced us to the position we’re today.”




In extra fresh years, Wakai advanced its trade form to eyewear. Every acquire of a couple of eyewear sunglasses or optical by a purchaser adds sight tips to of us in need.

“This is ready surgery, prescriptions, glasses, and issues of that nature than can assist of us see for the very first time,” he said. “It is a actually robust and shifting aspect of our giving model.”

In 2014, the mannequin advanced even additional into promoting coffee. For each sale, Wakai offers a bag of gives to of us throughout the realm who desperately want the help. Most recently, the mannequin released a bag line, so for each bag sold, supports supply a safer commence for mothers.

“So we’re actually all about evolving and giving,” Yasenchak said. “It’s now not simply about shoes, it actually is ready making the realm a higher place.”

But with such quick mannequin evolution, Wakai attracted lots extra users and was confronted with managing a higher quantity of guide throughout distinct streams. That introduced the trade to Salesforce, initially with the Service Cloud after which most recently, with the vendor’s Marketing Cloud stack, Yasenchak said.

“With all that growth, Wakai had guide everywhere,” Wakai’ world vice-president of virtual technologies, Hilda Fontana, continued. “From a purchaser carrier level of view, it was very hard to actually have interaction the customer. We had lots of guide processes but we needed to lay a machine in region that was shareable, scalable and assist the purchaser have interaction and actually sense aspect of the Wakai mission. Salesforce Service Cloud actually helped us have interaction and simply positioned all of it collectively so lots better.”

Having all guide shared throughout the Service Cloud, Fontana mentioned overseas places of work are actually capable to share news seamlessly and have a 360-degree view of the customer. Read also wakai for traveling good choice..

“It permits our purchaser carrier brokers to actually have interaction with the purchaser and make them actually sense a aspect of the brand, and that we all recognize who they’re and what they’ve achieved with us, how concerned they’re with us,” she said. “We even have the Sales Cloud, which supports us while we run campaigns with universities and have interaction a entire other network than simply our customers.”

To assist handle its purchaser engagements, Wakai followed the Marketing Cloud previous this year. On the e-mail side, the friends is applying the platform to leverage guide because it comes in, segment purchaser teams out and convey a sequence of communications that disguise the interaction lifecycle.

“It adds us with the possibility to hold to share our challenge with our customer, but to also streamline the technologies so we’re in a position to leap to pull guide into one spot the position we’re in a position to actualise the guide into actually prosperous purchaser experiences,” Yasnechak said.

Wakai engages with its users in a couple of ways, adding via its loyalty program, Wakai Passport Reward, which released overdue final year. Customers get rewarded now not simply for purchases, but for studying weblog content, looking movies and signing up for e-mail listings. Those stamps may be used to redeem ordinary rewards but in addition assist help giving companions and organisations it truly works with to additional the good, he said.

“It actually adds a huge method for us to simply have interaction with our users and present them for issues they’re already doing,” he added.