Challenge
Hugo Boss set out to transform its long-standing, underperforming loyalty program into a globally scalable, digitally immersive experience. The new “Hugo Boss XP” combines traditional loyalty structures with innovative Web3 and gamification elements to engage fashion-forward customers.
Solution
Loyalty & Reward Co provided strategic design and advisory across:
- Gamified mechanics: XP levels, interactive missions, token unlocks
- Integration of Web3 features enabling NFTs to unlock exclusivity
- Personalized omnichannel journeys embedded within the app
- Visual-first UX guidance to ensure brand-aligned, intuitive digital engagement
Impact
- Strong early engagement from core target (high-value member)
- Gamified, token-based design delivering standout differentiation
- Successful UK pilot (May 2024) followed by launches in France and Germany due to proven success. Global rollout continues.
