How Hugo Boss builds loyalty, one experience at a time

Can you begin by outlining your role at Hugo Boss and your areas of focus within the company?

“I’m responsible for the global omnichannel strategy at Hugo Boss. This encompasses a wide range of areas, including our retail operations, e-commerce platforms, customer loyalty programmes, and how we integrate all these elements to create a seamless brand experience.

My goal is to ensure that our customers have a consistent and engaging interaction with Hugo Boss, regardless of how they choose to interact with us, whether it’s in a physical store, online, or through our mobile app. This involves developing and executing strategies that enhance our marketing capabilities, leverage data insights, and ultimately drive customer satisfaction and business growth.”

Hugo Boss has launched a new loyalty programme. What are the key objectives, and what sets it apart from more traditional approaches?

“Our new loyalty programme is central to enhancing both acquisition and retention. First, we’ve recognised that customer acquisition costs are consistently increasing. A loyalty programme is extremely important because once you have your customers, you want to retain them and reduce the spending on acquiring new customers. Traditional loyalty programmes rely on basic points-for-purchase systems. Our objective was to go beyond that and create a more engaging and rewarding experience.

The programme combines traditional point accumulation with access to unique, “money-can’t-buy” experiences. Members can collect tokens to unlock access to events such as Formula One races, exclusive fashion shows, and curated experiences. The goal is to foster a deeper emotional connection with the brand, driving long-term loyalty and advocacy. We’ve also seen a strong uptake from both customers and stores so the launch has clearly been successful.”

How do you view the role of the mobile app in Hugo Boss’s omnichannel strategy, and what benefits does it offer compared to more traditional channels like a website?

“Initially, I questioned the need for a dedicated mobile app, assuming a well-designed website would suffice. However, I’ve come to realise its strategic importance. The app provides a direct line of communication with our customers, allowing us to deliver personalised content and offers, including our loyalty programme.

The level of engagement is significantly higher compared to our website. Our customers open the app four to five times a year, versus only once or twice for the website. This increased frequency creates more opportunities for us to interact with our customers, gather valuable data, and drive conversions. The app is now a key component of our omnichannel approach, and we’re continuously investing in its development to enhance its functionality and user experience.”

Ensuring a seamless and consistent customer experience is a key challenge for any brand. How is Hugo Boss addressing this challenge across its diverse channels?

“Ensuring a cohesive brand experience across all channels is a top priority. It’s essential to remain top of mind with the customer. The first step is to ensure clear and consistent brand messaging across all touchpoints, from our brick-and-mortar stores to our online platforms and mobile app.

Whenever you open the app or online store, you should find the same message. This orchestration and go-to-market ensures that customers get one cohesive story from the brand. However, executing this can be challenging. It starts with a clear calendar which is consistent between every department. This is key to achieving true omnichannel integration.”

What’s one key piece of advice you would offer to other companies looking to enhance their digital transformation efforts and build stronger customer relationships?

“I would recommend focusing on small efforts that can deliver a big impact. Many companies attempt overly ambitious projects that take years to implement, but never see them completed. It’s very overwhelming. Instead, identify specific pain points or opportunities where you can quickly deliver value to your customers.

This approach allows you to build momentum, gain internal buy-in, and demonstrate the effectiveness of your digital initiatives. Then, gradually build on those successes to create a more comprehensive and impactful digital strategy. So start small and build up the relationship with the customer. The main goal is big impact from smaller tasks.”