PROGRAM CARD - My Hunkemöller (Passion Points)

Program name: My Hunkemöller (Passion Points)
Distinction: gamification and missions with passion points
Brand / operator: Hunkemöller
Family / owner: Hunkemöller International (acquired by a US investor, 2023)
Industry: fashion and apparel
Industry benchmark: no
Market: pan-EU (NL, DE, FR, BE, ES, LU, CH, AT, NO, SE, DK, UK, PL, CZ, FI, IT, PT, SI - 18 markets)
Related programs: none (a single program across all operating countries)
Status: active
Legal / time status: no restrictions
Launch year: no public data
Main type: tier-based
Additional type: points-based
Cost to join: free (physical card EUR 1 in some markets, per the terms)
Channels: in-store / online / app
Reach: 4.7 million active members (brand public data)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

My Hunkemöller is the pan-European loyalty program of lingerie retailer Hunkemöller, based on accruing Passion Points for purchases and digital activity. Points determine membership in one of four tiers, each of which grants access to increasingly exclusive rewards, store credit, and member events.

1. Objectives and context

The program aims to increase purchase frequency and depth of customer engagement - 70-80% of Hunkemöller's sales come from active members. Profile data collected in the program is used to personalize communication and offers.

2. Target audience

The program is aimed primarily at women buying lingerie and sportswear at Hunkemöller stores across Europe, both in physical stores and online. The multi-tier formula allows the program to address both occasional and heavy shoppers.

3. Architecture and type

Free registration in store, on the website, or in the app; an optional physical card for EUR 1.
Collecting Passion Points for purchases (10 pts for every EUR 1), completing the profile (25 pts per field, up to 200 pts), badges and missions (e.g., 250 pts for first purchases across all channels), bonus campaigns (e.g., double points on Member Day), and the Wheel of Passion (a wheel in the app).
The number of points determines the membership tier (1-4); a higher tier = a broader set of rewards.
Redeeming points for store credit is done at the checkout (in store), on the website, or in the app; voucher eligibility activates once the tier threshold is reached.

4. Earn & burn mechanics

Accrual: 10 Passion Points for every EUR 1 spent on purchases; bonuses for completing the profile, missions/badges, and seasonal campaigns
Threshold and redemption: store credit available after collecting points that qualify for a tier; the specific threshold for redeeming points into a voucher - no public data
Reward forms: store credit (voucher), personalized discount vouchers, birthday gift, limited-edition products, presale access, invitations to member events
Points expiration: points lost after 12 months without a purchase (per the terms); tier demotion by one level after an inactive membership year

5. Emotional value

Hunkemöller builds a sense of belonging to a community of women who decide their own expression. The badges, missions, and naming the points "Passion Points" fit the brand's tone - affirming, sensual, inclusive. The VIP tier emphasizes the special status of loyal customers.

6. Gamification

Badges and missions: 11 types of badges for omnichannel activities (purchase in store, via web, and app), rewarded with a one-time points bonus.
Wheel of Passion: a wheel available daily in the app, granting extra Passion Points or surprise rewards.
Bonus campaigns (e.g., Member Day with double points) - a temporary intensification of engagement.
Completing the profile as a micro-task rewarded with points (profiling as gamification).

7. Differentiation

Against typical lingerie points programs, My Hunkemöller stands out with its extensive gamification layer (missions, badges, Wheel of Passion) and its pan-European reach spanning 18 markets under a single program. The scale of 4.7 million active members and 70-80% of sales generated through the program attest to the program's exceptional effectiveness in its category.

8. Data and personalization

Data scope: demographic data, size preferences (bra, bottoms), body type (Sexy Shapes), favorite styles (Favourite Fits), interests - collected via a profile form with points rewards.
Consents: acceptance of the terms and privacy policy at registration; a separate consent for marketing communication conditions the receipt of personalized offers and event invitations.
Personalization: personalized vouchers, product suggestions, and in-app notifications based on the accumulated purchase profile and preferences.

9. Technology

Hunkemöller app (iOS and Android): digital membership card, points and store credit balance, vouchers, Wheel of Passion, reward notifications.
Integration with POS in physical stores (presenting the physical or digital card in the app at the checkout).
Loyalty platform provider: no public data.

10. Communication and lifecycle

Communication channels: app (push), email, in-app notifications; personalized offers exclusively for marketing subscribers.
Onboarding: immediate access to the program after registration; a points bonus for completing the profile encourages quick and full profile completion.
Retention / reactivation: tier demotion by one level after an inactive year drives purchases; Member Day and seasonal campaigns with double points reactivate inactive members.

11. Conclusion / inspiration for the almanac

My Hunkemöller proves that even in a low purchase-frequency category (lingerie), extensive gamification (missions, badges, wheel of fortune) combined with the collection of profile data can build very high engagement and concentrate sales among loyal customers.

Sources: hunkemoller.com (program page, FAQ, Passionpoints), ChannelEngine success story Hunkemöller, PR Newswire - Hunkemöller US webshop launch, Wikipedia (Hunkemöller International), FashionNetwork - acquisition by US investor
Terms (link): https://www.hunkemoller.com/membercard-legal-agreements
Entry compiled on: 2026-06-16

My Hunkemöller (Passion Points)