Case Study: Hugo Boss Steps Into Web3 Loyalty – Will They Succeed?

As Starbucks and Nike retreat from Web3, Hugo Boss goes all-in. Why? Here's all you need to know.

Hey, it’s Marc.

This week, Hugo Boss officially launched its Web3 loyalty program, “HUGO BOSS XP”. 

Wait, what?

Nike shifts priorities away from Web3, Reddit shuts down its collectibles, and Starbucks ends its NFT loyalty program. Now, Hugo Boss goes all in. 

Now, Hugo Boss goes all-in. Why?

Today we’re going to look at:

• How Hugo Boss XP works

• The role of blockchain – Why Web?

• Why now?

• Untapped potential: What Hugo Boss hasn’t thought about (yet)

• Will Hugo Boss succeed?

Let’s unpack this. 

PS: If you haven’t read our primer on Web3 loyalty, read it here. 

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What you need to know

• HUGO BOSS XP (HBXP) is a Web3 loyalty program to reach the next generation of consumers. 

• It replaces the current traditional membership program - HUGO BOSS EXPERIENCE – shifting its focus on member experience and optimizing customer lifetime value. 

• Technology partners include Polygon Labs and Epam Systems, who built the custodial wallet engine and mobile SDK.

Here’s a comparison between Hugo Boss’ old loyalty program and HBXP: 

How it works in a nutshell: Members can collect and redeem tokens (NFTs) through their purchases and other interactions across channels and brands.

They act as keys to unlock exclusive products, unique brand experiences, and further offers from BOSS and HUGO or sponsorship and cooperation partners.

The experience is accessible through its main customer app (for UK customers only for now).

Why it’s important: Hugo Boss is introducing its program to all its customers, setting it apart from Lacoste and Starbucks, which limited their Web3 programs a Web3-native audience. 

You can read our Starbucks and Lacoste case studies here. 

How it works

• Members can collect and redeem tokens (NFTs) through their purchases and other interactions across channels and brands.

• Customers can choose between BOSS XP and HUGO XP, aligning with the group’s two-brand strategy.

• They act as keys to unlock exclusive products, unique brand experiences, and further offers from BOSS and HUGO or sponsorship and cooperation partners.

• Both brands offer a four-level system, giving access to exclusive benefits like special events, premium services, and unique experiences.

• Membership upgrades are based on spending across brands and channels and are valid for at least two years.

What makes this different from other Web3 loyalty programs?