Hugo Boss Launches Blockchain-Powered Loyalty XP Programme

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HUGO BOSS has taken a significant step forward in customer engagement with the launch of Hugo Boss XP, an innovative omnichannel membership experience centered around the brand’s customer app. This new programme integrates traditional loyalty features, such as levels and points, with cutting-edge blockchain-supported elements, signaling a bold move into the future of customer interaction.

Hugo Boss XP introduces initial Web3 features aimed at creating new avenues for customer engagement. Members of the program can collect and redeem tokens (NFTs) through their purchases and other interactions across various channels and brands. These tokens serve as keys to unlock exclusive products, unique brand experiences, and additional offers from both Boss and Hugo, as well as from sponsorship and cooperation partners. Future plans include the possibility for customers to trade these tokens, adding another layer of engagement and value.

Oliver Timm , Chief Sales Officer at Hugo Boss, highlighted the strategic significance of the new programme, stating, “With our new membership programme, we are taking customer engagement to a new level, further enhancing, and expanding interactions with our brands. By deepening the relationship with our customers, we are driving a higher lifetime value thereby further advancing with our profitable growth journey.” He also emphasized that “Hugo Boss XP has a bold, customer-centric approach and clearly plays into our vision to become the leading, premium tech-driven fashion platform worldwide.”

The first version of Hugo Boss XP is set to launch in the UK in June. Over the next few years, the current customer loyalty program, Hugo Boss Experience, will be fully upgraded to XP, with further countries to follow. Existing members will be smoothly transitioned to the new program.

Hugo Boss XP represents a significant investment into the company’s future, leveraging the latest technologies to set a new industry benchmark for customer engagement. The program focuses on enhancing member experience and customer lifetime value, reinforcing Hugo Boss’s position as an industry innovator.

Aligning with the Group’s two-brand strategy, customers can experience the program through either Boss XP or Hugo XP, both of which enhance brand discovery and engagement. Both brand worlds share a four-point-based levels structure, offering access to exclusive benefits such as special events, premium services, and unique experiences. Membership status is upgraded based on spending across brands and channels and is maintained for a minimum of two years.

The new program not only aims to attract new customers but also to deepen and expand existing customer relationships. By utilizing innovative digital and physical touchpoints, as well as customer data, Hugo Boss XP creates a hyper-personalized and localized omnichannel experience. For example, the BOSS Frequent Visitor token can be unlocked by members who check-in using their mobile phones at various physical touchpoints in a BOSS store, granting access to special BOSS products. This enables store employees to provide even more personalized services through information available on sales associate devices.

Another example is the HUGO BLUE token, which rewards fans of the HUGO BLUE line with unique digital wearables. The program also envisions brand-specific tokens that include co-creation opportunities among other exclusive benefits, such as access to custom-made outfits and visits to the HUGO BOSS headquarters.

With Hugo Boss XP, the company is not just upgrading its loyalty program but is also redefining customer engagement in the fashion industry through the innovative use of blockchain and Web3 technologies. This ambitious move underscores Hugo Boss’s commitment to becoming the leading premium tech-driven fashion platform worldwide.

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