Tommy Hilfiger Ambassador Programme

Challenge

When Direct-To-Consumer channels were tasked to drive business growth as part of the long-term corporate 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, retail store teams (especially in countries) were skeptical about how committed the headquarters was, and how long the strategy would last. Was this just another short-term promise?

In order to make this work, we had to re-build trust and forge 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, we introduced a new initiative called the Tommy Hilfiger Ambassador Programme.

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

Twice a year, we invited all Ambassadors to the headquarters in Amsterdam, where they could feel celebrated, be inspired by the leadership team, learn from fellow Ambassadors, and co-create the regional loyalty programme strategy.