Create a customer program that turns brand fans into loyal advocates, making a significant contribution to revenue growth.
Execution
The foundation
- From brand foundation to strategy: Translating the brand values into recognizable communication within the loyalty program.
Business transformation
- Data-driven mindset: Fostered a data-driven mindset, ensuring CRM was integrated into all communication and campaign activities, with the goal of enriching customer profiles.
Digital transformation
- Data quality as the foundation: Cleaned and standardized customer data to establish a strong foundation for the program.
- Data and IT infrastructure: Defined the data strategy and required IT infrastructure to implement the loyalty strategy across e-commerce and physical stores—both franchise and company-owned.
- Roadmap for continuous development: Created a development roadmap, with a phased go-live and annual priorities based on added business value.
- Product development and evolution: Developed and implemented the CRM and loyalty infrastructure, including setting up a Customer Data Platform (CDP) as the beating heart of the customer program. Integrated over 20 internal and external data sources and systems/automation solutions to ensure seamless operation.
Results
- A pan-European, continuously growing customer program, The Hilfiger Club, with 7.5 million active members (as of 2019), spending on average EUR 80+ more per year than non-program members.