TOMMY HILFIGER: GIVING THE GIFT OF HOLIDAY TRAVEL

Incentivising engagement with true value during Black Friday

The Tommy Hilfiger campaign page on a laptop screen

Our Sectors

Retail

Client

Tommy Hilfiger

Solutions

Acquisition Programs, Engagement Programs

Location

USA

A Tommy Hilfiger promotional poster with QR code for uploading rewards

Overview

After a significant drop in footfall during the pandemic, Tommy Hilfiger needed a way to bring customers back into stores across the US and give them a memorable experience. However, given the impact of the pandemic, they needed an incentive that would show appreciation without damaging their bottom line. With TLC’s strong history of successful travel campaigns, Black Friday offered the perfect opportunity to marry the holiday season with a valuable incentive that customers could actually use, while differentiating the brand.

The Challenge

With a core customer base of 30-55-year-old, predominantly women shopping for their families, Black Friday was the chance to encourage new sign-ups to the Hilfiger Club, while also enticing existing members to spend more. Incentives also had to be easy to redeem to welcome new members, while reinforcing exclusivity with existing members.

Why TLC

Our partnership with Tommy Hilfiger began in 2021 with the team looking to increase seasonal sales, while giving customers the rewards they expected. Since then, we’ve fostered a strong collaborative partnership that has resulted in award-winning programs over the holiday season and Spring Break and with incentives that work.

The TLC Approach

With the desire to gather with loved ones stronger than ever post-pandemic, we saw the chance to help customers see their families over the festive season. With many shoppers planning to travel domestically for the holidays, we knew the reward had to focus on this need – ensuring they arrived with thoughtful, high-quality gifts at the same time.

Using our long-term partnerships with the world’s largest travel networks, we were able to offer $250 travel credit that customers could redeem on hotels, rental cars and activities over the holidays – in exchange for spending $250 in-store and online. We rolled the offer out nationwide with the theme of “Members Get More” – enticing new sign-ups in-store to receive their reward..

The Results

The campaign drove an incredible 86% increase in sales, over 4x higher than forecast. 31% of qualifying transactions were driven by new sign-ups to the Tommy Hilfiger Club, demonstrating the value shoppers saw in the travel incentive. No discounting had to be used during the Black Friday period as a result, keeping the bottom line intact.

Following the success of the initial promotion, Tommy Hilfiger and TLC have collaborated on an additional six campaigns, expanding the program’s scope to include the Spring Break period, Canadian stores and gamified sweepstakes – one of which was awarded with a Gold Chief Marketer PRO Award for Best Use of Gamification, Contests, or Sweepstakes.

+86%

SALES INCREASE

beating projections by more than 4x.

16X

ROI

exceeding expectations of the program.

31%

OF TRANSACTIONS

were driven by new sign-ups.