Lego Invites Customers to the Virtual Lego World

Whenever I went over to my cousin’s house, I loved playing Lego with my cousins. I liked the way how I could create my perfect world with these tiny blocks and shared it with others. I also loved visiting the toy store and browsing new series of Lego set. Even though I am in my twenties now, I am still a huge fan of Lego. However, I prefer to use the online website to look at Lego products instead of going to the store since it is more convenient. Along with a steady increase demand for online shopping, the physical stores are losing traffic flow to the online retailers. Under these circumstances, the stores have started finding ways to communicate with customers by adopting a bunch of creative ideas for store displays and layout. Interactive digital displays are considered to be one of the best methods of reaching the best outcome for the retail stores. The Lego store in Chicago successfully demonstrated the inclusion of interactive digital displays as a form of shopper marketing to draw customers’ attentions towards the brand.

The store installed gigantic displays right on the storefront in a way of promoting their products efficiently and at the same time, offering a relish experience to people. This little activity already generated impact on people’s mind associated with the brand even before they walk in the store. The main target audience seems to be children, but it can appeal to everyone. When a child (as seen this photo) stands in a highlighted area, he/she can instantly transform into a Lego figure that mirrors a child’s movement, which creates an enjoyable experience and memory. In this sense, the interactive displays can significantly contribute to fostering positive brand image and awareness by providing interactive experiences to people.

The interactive displays can be beneficial in saving money and time regarding marketing strategies. Also, it is relatively small but easy to repurpose. The Lego store has done a great job of converting itself into a customer-centric company aligned with its mission statement. The company once played a big role in changing the perception of product packaging through using augmented reality. However, it is not the first time that a company created “the activity zones” in the store. Apple stores designed the store layout to adapt a ‘customer-friendly approach’ strategy. This brought a huge success since customers could immerse themselves in their products and services. Another example is Sports Chek provided a climbing wall to customers for equipment trials. This created more engaging customer experiences as well as having better responses to customers’ needs.

The way the company leverages shopping experiences in accordance with interactive displays has come a long way. The widespread of ‘experiential’ retailing shows the ideal archetype of customer interaction and engagement that leads to customer loyalty. This new phenomenon is undeniably being propelled by the pursuit of excellent customer experience.

Reference

http://techland.time.com/2012/01/19/intel-showcases-8-items-to-usher-in-the-experiential-retail-revolution/slide/legos-interactive-window/