#26 HUGO BOSS XP: Redefining Loyalty in Luxury Fashion - with Carlos Zenner (VP Customer Engagement)

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 yourself!