#26 HUGO BOSS XP: Redefining Loyalty in Luxury Fashion - with Carlos Zenner (VP Customer Engagement)
Links: Google - Pocket Cast - Anchor - Spotify - Apple
In this special live episode of the Retail Reality Show, we're thrilled to sit down with Carlos Zenner, Vice President of Customer Engagement at HUGO BOSS, for an exclusive conversation about the future of loyalty programs in luxury fashion. Carlos, who has spearheaded transformative initiatives at global brands like adidas, now leads HUGO BOSS’s ambitious customer engagement strategy, including the innovative HUGO BOSS XP program.
Relaunch of Hugo Boss Loyalty Program: We discussed the relaunch of the Hugo Boss loyalty program, Hugo Boss XP, which integrates traditional loyalty mechanics with modern features like gamification and digital collectibles to boost customer engagement.
Innovative Use of Tokens: The program uses tokens instead of traditional points, allowing for personalized and brand-specific rewards. These tokens unlock unique experiences and offers, enhancing customer interaction with the brand.
Focus on Customer Engagement: Hugo Boss XP aims to increase customer engagement through various channels, including physical stores, apps, and digital platforms like Roblox, creating a comprehensive ecosystem for brand interaction. The program is part of a broader strategy to attract, engage, and retain customers through both traditional communication methods and new touchpoints like the Metaverse and Web3.
Future of Loyalty Programs: Integrating gaming and gamification into loyalty programs to appeal to younger audiences is important, suggesting that future brand success will hinge on these connections.
Omnichannel: The app serves as a crucial connector between online and offline experiences, offering opportunities for continuous engagement and interaction with the brand.
Vision for the Future: Listen for yourself! 🙂
