What: Hugo Boss is launching its customer loyalty program, XP, in Germany and France after a successful debut in the UK.

Why it is important: This expansion reflects Hugo Boss's commitment to integrating innovative Web3 technologies into its customer engagement strategies, enhancing customer experiences and strengthening brand loyalty across major European markets.

Hugo Boss is introducing its XP customer loyalty program to Germany and France, following its launch in the UK. The program incorporates traditional loyalty features like levels and points with advanced Web3 functionalities, including blockchain and NFTs. Customers can earn and redeem tokens through purchases and interactions, unlocking exclusive offers from Hugo Boss and its partners. This initiative aims to enhance customer experiences and deepen relationships by providing a personalised omnichannel experience. The XP program supports the company's strategy to position itself as a technology-driven premium fashion platform. Initial results from the UK show significant growth in key performance indicators, such as new member registrations. The program aligns with Hugo Boss's two-brand strategy, offering benefits through both Boss XP and Hugo XP, with membership levels based on spending across brands and channels.

Hugo Boss expands loyalty program to Germany and France