Hugo Boss goes big on blockchain technology and Web3 features for launch of new customer loyalty programme

Hugo Boss has unveiled Hugo Boss XP, an omnichannel membership experience based around the brand’s customer app.

This blends traditional loyalty features, such as levels and points, with blockchain supported elements.

The programme incorporates initial Web3 features with the aim of opening new customer engagement opportunities.

Members can collect and redeem tokens (NFTs) through their purchases and other interactions across channels and brands.

They act as keys to unlock exclusive products, unique brand experiences, and further offers from Boss and Hugo or sponsorship and cooperation partners. Part of the plan is the future possibility for customers to trade tokens.

“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,” says Oliver Timm, Chief Sales Officer at Hugo Boss.

“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 the new membership programme will initially launch in the UK during June.

The current customer loyalty programme, Hugo Boss Experience, will be fully upgraded by the introduction of XP over the next years with further countries to follow. Existing members will be transferred to the new programme.