Italian luxury brand Tod's has extended its Digital Product Passport (DPP) initiative to include the customisable My Gommino footwear line, in collaboration with the Aura Blockchain Consortium and Temera. This move aims to bolster product authenticity, traceability, and customer engagement, setting a new standard for digital innovation in the luxury sector.
Each pair of My Gommino shoes now features an embedded NFC chip in the right sole, provided by Temera, an ecosystem partner of Aura. By scanning this chip, customers can access the DPP, allowing them to:
- Seamlessly register their product.
- Claim official ownership of their shoes.
- Access a secure digital certificate of authenticity, stored on the Aura Private Blockchain.
This ensures that every product remains genuine, transparent, and verifiable, reinforcing trust between the brand and its customers.
Beyond authentication, Tod's is enriching the customer journey by integrating exclusive storytelling elements into its DPP. Customers can now gain deeper insight into the artisans and craftsmanship behind each pair of My Gommino shoes, the heritage and meticulous artistry that define Tod's legacy, and exclusive details about the sourcing and production process. This added dimension fosters a deeper connection between the brand and its customers, celebrating the artistry behind every creation.
Upon activating their Digital Product Passport, customers receive a wallet card, which they can use to enter any Tod's store worldwide. By scanning the barcode, securely linked to the Tod's CRM database, they can enjoy an elevated in-store experience. This integration strengthens the omnichannel customer experience, allowing the brand to offer an enhanced level of service while maintaining data security and customer privacy.
The expansion of DPPs to the My Gommino collection follows the successful implementation of this technology in Tod's custom Di Bag range, underscoring the brand's commitment to enhancing traceability and authenticity for their consumers.
Carlo Alberto Beretta, Tod's General Brand Manager, commented: "At Tod's, we view the DPP as more than just a tool for product authentication and traceability. Though these are critically important elements, we also want to take the opportunity to deepen our connection with customers, showcase our craftsmanship, and elevate the storytelling of our iconic products."
Romain Carrere, CEO of Aura Blockchain Consortium, added: "We are pleased to announce the continuation of our collaboration with Tod's. By ambitiously extending its DPP offering beyond the custom Di Bag, and with engaging storytelling capabilities, Tod's is reaffirming that transparency, authenticity, and customer experience can go hand in hand, like never before."
With this latest expansion, Tod’s continues to embrace digital transformation, blending heritage craftsmanship with cutting-edge technology to create a more transparent, secure, and engaging luxury experience for its customers.
Read more about DPP's here.
