Hugo Boss said this week that it’s taken its current membership programme “to the next level by unveiling Hugo Boss XP – a pioneering omnichannel member experience that is centred around the Hugo Boss customer app”.

It’s starting with a UK launch next month and the current customer loyalty programme, Hugo Boss Experience, will be fully upgraded to the XP version over a period of years with further countries to follow.

The programme “leverages the latest technologies as part of an ambitious multi-year roadmap to set a new industry benchmark for customer engagement, focusing on member experience and customer lifetime value”.

It will now blend traditional loyalty features, such as levels and points, with blockchain-supported elements, incorporating initial Web3 features “to open new customer engagement opportunities”.

Members can collect and redeem tokens (NFTs) that act as keys to unlock exclusive products, unique brand experiences, and further offers from Boss and Hugo or their partners.

Part of the plan is also the future possibility for customers to trade tokens.

Chief Sales Officer Oliver Timm said the programme sees the firm “taking customer engagement to a new level, further enhancing, and expanding interactions with our brands. By deepening the relationship with our customers, we are driving a higher lifetime value thereby further advancing with our profitable growth journey. Hugo Boss XP clearly plays into our vision to become the leading, premium tech-driven fashion platform worldwide.”

In addition to attracting new customers, the upgraded programme aims to “deepen and expand existing customer relationships”. It uses “innovative digital and physical touchpoints and customer data to create a hyper-personalised and localised omnichannel experience”.

We’re told that an example of a token is the Boss Frequent Visitor token. A member who checks-in tapping their mobile phone on different physical touchpoints in-store can unlock this specific token to receive special products.

Or they could access the Hugo Blue token that rewards fans of the line with unique digital wearables.

Further tokens grant access to exclusive products and “money-can’t-buy experiences such as visiting the Hugo Boss headquarters and receiving custom-made outfits”.