PVH

PVH Corp. is one of the largest global lifestyle companies in the world operating in more than 40 countries. Last year, PVH continued its multi-year partnership with Reaktor to relaunch its membership and loyalty experiences for Tommy Hilfiger – one of PVH’s iconic brands. The goal was to transition from a multichannel to an omnichannel experience by building the foundational blocks that would enable a unified membership and loyalty experience to come to life.

In the spring of 2022, PVH announced a multi-year strategic plan to drive brand, digital, and DTC-led growth. They chose Reaktor as a strategic partner to future-proof their membership journeys with powerful underlying technological capabilities. 

With 210 million unique consumer visits to Tommy Hilfiger stores on and offline and with more than 8 million active members across 26 countries in Europe, the loyalty program was seen as a key element in connecting the Tommy Hilfiger brand closer to customers. 

The goal would be achieved by better recognizing what is relevant to individual customers, identifying them through different channels, and being able to serve each one appropriately and effectively – even when shopping at lower frequencies. At the same time, customers are shopping through more channels than ever before. This made it harder to create a single, unified experience across every customer interaction with the brand – regardless of the channel being used.

The biggest challenge in creating one cohesive experience was breaking down both technological and organizational silos. On the technical side, PVH was dealing with a highly fragmented system with different services that didn’t talk to one another. As a result, the teams weren’t receiving a full, end-to-end flow of information that would enable them to have clear perspectives on customers and therefore set the right business goals. 

The bottlenecks caused by organizational silos mirror the same issues. When information doesn’t flow as smoothly as it could, it is difficult to align with all involved parties to have a line priority and one unified vision. 

Together with PVH, we set out to break down these silos. We built a single platform that allowed each channel to communicate with one another using Apache Kafka effectively. On top of that, we worked with the membership, e-commerce, and retail teams to set common objectives for what the memberships should achieve. With this collaboration and the new data layer, we were able to set up a system that served the purpose and goals of each team.

Rather than building a single, user-facing application, our focus was on a scalable and future-proof solution that would enable PVH to build out various new applications and services on top of this system. One concrete example of this is the new sign-up flow across all e-commerce channels. With these underlying capabilities that support a smooth flow of data across the board, PVH can now build various applications while allowing the systems to be in constant communication with one another.

• Customer-facing front-end solutions
• Enabling loyalty membership in e-Wallets
• Implementing a raffle feature
• Implementing membership features into the digital checkout journey in-store
• Development of a backend with shared APIs
• Data engineering to communicate between systems
• Development of a resilient membership platform