Founded in 1932, famous for its interlocking bricks that offer unlimited building possibilities, the Danish group LEGO®, puts all its efforts every year on the end of the year to enhance its ranges and propose great gift ideas for children and adults. In recent years, LEGO® has been leveraging digital to deliver even more incredible experiences to its customers.
REINFORCED OMNICHANNEL DEVELOPMENT
IN THE CONTEXT OF THE HIGHLIGHTS
“Over the past two years, we have invested heavily in initiatives to drive long-term growth. In 2020, we have started to see the positive impact of these investments, especially in e-commerce and product innovation,” commented Niels B. Christiansen, CEO of the group in the columns of LSA.
This digital strategy has allowed the brand to continue its growth despite the closure of its stores due to the health crisis, doubling the number of visits to their site compared to last year. On the sales side, they show an unprecedented growth of 36% with an increase in turnover of 46% since the beginning of the year. This suggests that the end of the year will be amazing with the holidays just around the corner. Since 2014, it has been a solid partnership built with Sinfin™. To further support its omnichannel development the brand uses the platform with specific objectives: to create original experiences to interact with its community and to offer personalized shopping experiences with complete and unified product catalogs according to the distribution channel.
ANIMATING AND ENGAGING
To energize and engage its community, the group plans to have its users participate in a contest for the Christmas holidays, allowing them to win prizes. The products to be won are imported into a catalog with a maximum of content to enrich their description: minimum age, description, title, category, image, item code… This catalog is connected to the brand’s website and allows its community to add products from the interactive catalog to their wish list. LEGO®, draws several wishlists to win. The game mechanism, its rules, the product catalog, everything is developed from the Sinfin™ platform. The firm declines its contests internationally thanks to the multilingual module included since the module. This allows LEGO® to propose interactions, increase its engagement rate with its targets and offer an innovative user experience.
ADULTS, A PLAYFUL TARGET
AND CONNECTED !
According to the brand, in France, nearly one adult out of three still plays LEGO® frequently. It is therefore quite natural that the manufacturer offers a wide range of products for these older children. To promote these items throughout the year and during their peak time, LEGO® creates thematic sites for its retailers (Picwic Toys, Jouéclub, …).
The creation is done from the Sinfin™ platform via an easy-to-use builder with which LEGO® integrates its clickable product sheets, its novelties and its news. The firm can then promote and personalize its information according to its different channels. This quickly allows your retailers to enrich their offers by simply integrating a new link on their e-commerce site and satisfy your customers.
THE PHYGITAL COMBINING DIGITAL STRATEGY
AND IN-STORE MARKETING ACTIONS
To increase the customer experience at retailers (Jouéclub, ToysRus, Auchan, Fnac…) and digitalize its points of sale during the holiday season, LEGO® offers interactive kiosks implemented in its stores and retailers. The concept is based on the creation of a seamless omnichannel experience between the Christmas lists and the catalogs created via the Sinfin™ platform module distributed from the kiosks allowing instant interaction with customers.
PERSONALIZED ACTIONS THAT CREATE
INCREDIBLE CUSTOMER EXPERIENCES
The Sinfin™ modular platform offers you a multitude of features to manage, in a simple and centralized way, your digital presence. Centralise your digital assets and product content from a single tool so that your information is consistent. The creation of catalogues, articles, posts and thematic sites or landing pages has never been so simple and personalised with the intuitive integrated builder. Thanks to numerous connectors, quickly distribute your information on your social networks, marketplaces, reseller and e-commerce sites. Develop your community via competitions from templates integrated into the animation module. Keep track of your order flow, stocks, supplies, prices and sales experience. Analyze your campaigns and performance to take action and keep growing!
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