Tommy Hilfiger Ambassador Programme

Challenge

Having tasked Direct-To-Consumer channels to drive majority of the business growth in their long-term strategy, Tommy Hilfiger’s loyalty programme was positioned as a core driver to achieve its goals. The problem? The retail store teams were not so sure.

After years of strategy changes around loyalty, retail store teams especially in countries were skeptical how committed the headquarters are, and how long the strategy would last.

In order to make this work, we needed to re-build trust and a better working relationship with the country teams.

Solution

Alongside working with country leadership to introduce a new strategy and re-establish a HQ-to-country operating model in loyalty, we introduced a new initiative called the Tommy Hilfiger Ambassador Programme.

We invited top-performing store managers from across Europe, nominated them to become an Ambassador for the programme, educating the workforce on every aspect of the programme, and also providing market feedback to the central team.

Twice a year, we invited all Ambassadors to the headquarters in Amsterdam, where they could learn from fellow Ambassadors, and get inspired by connecting with the broader team who works on the same programme.