We restyled loyalty with HUGO BOSS, on the blockchain

We are working with HUGO BOSS to completely redesign their loyalty program, globally. Built on the blockchain, our data-powered concept creates tailored rewards based on customer behavior, on and offline. It delivers the most personalized, tokenized, rewards for the most devoted customers. The impact was felt within days.

The challenge

HUGO BOSS is on a mission. They want to reignite their customer base, significantly boost order frequency, and grow online sales. All while keeping customers engaged. So, they turned to Empathy Lab. We set about crafting a digital experience that is as rewarding and personal as an in-store consultation. But our goal isn’t simply to drive sales, it’s to build lifetime relationships.

“Our ambition? Create the next generation of fashion loyalty.”

Ward De Kruiff

Head of Web3 | Empathy Lab

Our approach

To drive real engagement and long-term loyalty – both online and in-store – we believe that membership programs need to feel premium and truly personal. While staying beautifully simple, naturally intuitive, and freely adaptable. The value should be clear from the start, with ongoing rewards, exclusive perks, and experiences that keep customers coming back.

So, we combined a familiar tier-based loyalty structure with blockchain technology to create a seamless, flexible experience with greater transparency. Why blockchain? It uniquely enables deeper personalization and ensures the program can evolve. It also allows HUGO BOSS to easily introduce features like digital passports, wardrobe services, and more. The result is a loyalty program designed to grow, as its customers grow.

Our solution

We launched HUGO BOSS XP, a loyalty program offering distinct tailored experiences for both BOSS XP and HUGO XP. This program is designed to engage and reward the brand’s most devoted customers.

Online, we introduced fun virtual unboxing experiences where customers unlock unique real-world rewards like exclusive products and event tickets. In-store, customers can simply tap their phones against an NFC (Near Field Communication) touchpoint to record their visit and unlock additional rewards.

The right technology was critical. NFC enables a seamless experience in-store, while blockchain not only ensures proof of ownership but a frictionless, consistent customer experience. No matter how tech changes.

Ahead of launch, we provided training videos, guidelines, and learning activities to support store teams and to ensure the program is a success. We also updated the employees’ digital system with a dedicated page detailing each member’s status, earned benefits, and collected tokens – helping employees deliver a highly personalized service and drive additional sales.

View on hands, phone and paper on a table

Impact

With a newly empowered customer, with loyalty tailored around them, our redesigned program is driving new behaviors and building stronger relationships between HUGO BOSS and consumers. In just one week, UK customer engagement, app downloads and spend were all up. And now HUGO BOSS is making plans to roll its innovative new loyalty program out around the world.

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