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LEGO defines excellence in loyalty programs, where companies seek long-term consumer relationships. LEGO has built a loyalty monument with its VIP Rewards program and sold its goods in over 130 countries. Its famous building bricks have sparked generations of ideas.
You might be wondering: Why is LEGO’s VIP Rewards program successful? How has it turned casual buyers into loyal fans, and what lessons can companies learn to create loyalty programs that appeal to various audiences? LEGO’s loyalty approach is fascinating as we decode LEGO VIP Rewards in this post.
What Makes LEGO VIP Rewards Click?
LEGO Insiders will replace LEGO VIP on August 21 and centralize all LEGO accounts for over-18s. Making it easy to manage accounts, earn and spend points, access exclusive deals, and become a member of the LEGO Insiders community.
But what makes LEGO’s loyalty program work? What clever components have turned casual purchasers into devoted fans, and how can these insights be used to create loyalty programs that appeal to varied audiences?
We’ll disassemble LEGO Insiders Rewards and evaluate the strategy, features, and innovations that have taken this loyalty program to the top of consumer engagement.
Bridges to Great Collaborations
Bridges to fantastic universes are built with LEGO VIP Rewards! Collaborations with famous businesses and franchises make the program unique. Imagine receiving Marvel superheroes, Disney princesses, or classic movie automobile sets—unlimited choices.
In 2005, LEGO released a “Star Wars” video game selling 50 million copies. With “LEGO Star Wars: The Skywalker Saga,” priced at $59.99, LEGO has established itself in the multibillion-dollar gaming franchise industry.
When LEGO worked with the South Korean band for a BTS Dynamite set in 2023, BTS fans were ecstatic. It is based on an Army-created concept that LEGO Ideas chose in 2021. LEGO’s Landrover and BTS partnerships have interested adult and Gen Z customers.
Collaborations aren’t simply for show. These are carefully designed to thrill and reward certain fanbases. Star Wars fans may create a limited-edition TIE fighter with VIP points, while Harry Potter fans can get early access to Hogwarts castle pieces. These relationships provide exclusivity and anticipation, making fans feel unique.
The brilliance is that these partnerships benefit both parties. LEGO uses the enthusiasm of current fanbases to recruit new VIPs. Partner brands access devoted, engaged audiences. This win-win arrangement boosts buzz, brand loyalty, and physical sales.
Meaningful Rewards Variety
LEGO Insiders Rewards is not a one-size-fits-all cache. The museum is well built with awards for all interests and hobbies. LEGO has many engaging goods for all building fans, so stop watching boring, point-driven programs.
Since its inception, LEGO VIP has given 6.5 times the points for every dollar spent online or in-store. LEGO grants double points sometimes and lets members redeem points online and in-store.
Want that limited-edition set? Yes, VIP points work. Unlock elaborate architectural models and movie cars with milestones. Free sets are personal rewards for brick-building dedication.
Who doesn’t enjoy deals? LEGO VIP Rewards provides year-round discounts on your favorite sets. Building your LEGO world is more fun with these seasonal or VIP discounts.
Imagine getting an anticipated set first without waiting. The VIP life early release access to new works before they vanish like 1×1 plates is a treasured privilege. Show off your early builds to amaze your building friends.
If consumers don’t care about savings but eagerly await new products or exclusive items—especially if they can have them first—they’ll join your program! LEGO VIP understands and executes varied incentives.
Communities: LEGO Rewards Building Beyond Bricks, Belonging
Beyond Individual playing, LEGO has created a global online and authentic community. LEGO fans share their creations, suggestions, and challenges on social media venues, including LEGO forums and fan websites. These virtual communities allow like-minded people to connect, inspire, and encourage one another across borders and build enduring connections.
The member-only LEGO® Insiders network invites everyone to join the LEGO community. LEGO® Insiders enjoy exclusive prizes, discounts, communities, and more. It rewards purchase and engagement by connecting a variety of LEGO® activities in one location. The more members play, the more points they earn for discounts, experiences, and more.
Members may also express themselves by engaging with LEGO on a deeper level by commenting on articles and writing reviews on LEGO.com. Your voice counts, determining the brand’s future and inspiring interactions with like-minded others.
There is also a family fun zone for members. The LEGO.com family section includes games, challenges, and tools to spark creativity and enhance family relationships.
Finally, in-store events are available. You may meet other LEGO VIPs in the real world at in-store events. Share the excitement of building, participate in fascinating activities, and create memories that will last beyond the digital domain.
In the digital age, LEGO people value human contact. Their diversity, cooperation, and self-expression highlight crucial social interaction features often overlooked.
Unlocking Loyalty Program Secrets From LEGO Rewards
Excellent examples of customer loyalty help firms build enduring relationships with their customers. Lego, a giant in creative play, has perfected the art of making elaborate structures with plastic bricks and built a loyalty monument with its VIP Rewards program.
Let’s explore LEGO’s VIP Rewards program’s hidden wisdom to improve loyalty tactics across industries.
Building A Simpler, Smarter Loyalty Program
LEGO Rewards is more than a program; it’s a well-crafted plan for loyalty success. While duplicating its precise features may not be possible for every company, its fundamental ideas are universal building blocks that you may use to create your successful loyalty program:
Keep things basic and straightforward. LEGO instructions are simple, right? Your loyalty program should match. Earning and using points should be as simple as snapping LEGO parts. Constructing a LEGO spacecraft without instructions is tedious if it’s unclear.
Versatile LEGO constructions, right? You may disassemble them and make something new. Discounts, unique items, and experiences may boost program participation by 35%. Be flexible with your loyalty program. Allow consumers to earn and utilize points online, in-store, and social media. This lets people customize their loyalty journey like LEGO builders.
Building a successful loyalty program is like making a bespoke LEGO set for each client, with clear instructions, numerous possibilities, flexibility, and excitement!
Unexpected Collaborations Unlock Exclusive Perks
Collaboration Inspiration is our next key component for creating a great loyalty program. Strategic relationships with complementing brands or local companies elevate your loyalty program and give consumer incentives like LEGO kits a distinctive touch.
Iconic LEGO VIP Rewards kits from renowned properties excite lovers of both worlds. Consider partnering with businesses that share your beliefs or provide complementary goods and services. This collaborative strategy might revitalize your loyalty program by giving unique benefits.
Collaborations add excitement to your reward program and deliver fresh and complementary products. Similar to uncovering a hidden LEGO piece that adds a new depth to your construction.
Connecting Your Physical and Digital Worlds for Rewards
What’s your favorite LEGO set? Imagine you could only construct it in one place. Probably not enjoyable. Similarly, your loyalty program should span many platforms. Allow consumers to use its benefits in-store and online.
Take a simple example. Picture a loyalty program at a clothes shop. If the offer is app-only, in-store shoppers may feel left out. In-store consumers should simply earn and redeem incentives to prevent this. With flexibility, LEGO builders may construct their masterpieces at home and the LEGO shop. Learn how to use POS to reward customers in-store with BON Loyalty.
If you sell things online, ensure the reward features work well with your website. This may entail collecting points for online purchases or getting unique bargains. It’s like a LEGO online shop area with exclusive sets.
A cohesive experience is the goal. Your loyalty program should be available wherever your consumers feel most comfortable, much as LEGO fans may play at home and in LEGO places.
Offering access beyond the app accommodates client choices and makes your reward program part of their purchasing experience. It lets LEGO builders construct their worlds inside and outside, keeping the fun going. So, ensure your reward program is easy to use and enjoyable for consumers perusing the aisles or navigating your website.
Designing Tiers That Fuel Customer Excitement
Tiered Tiers are essential to creating a loyalty program that excites consumers. Like the stages of a difficult LEGO construction, your reward tiers should be realistic and compelling to ensure that all involvement levels benefit from your program.
Imagine starting a LEGO build. Building would be less fun if the steps were too hard or easy. Your loyalty program’s reward levels should be exactly right—not too hard or too easy.
Start with a basic example. Consider a tiered beauty shop loyalty program. Let’s name the first tier ‘Beauty Explorer,’ which may provide birthday discounts and early sales. Although it may take a few transactions, infrequent consumers may reach this rank. It’s like the first few LEGO steps—easy enough to get you hooked.
Customers achieve ‘Glam Guru’ status by engaging more and receiving unique product samples and tailored beauty suggestions. Like completing the intermediate stages of a LEGO project, this tier requires some dedication but is not too difficult.
The ‘Beauty Maven’ category may be the best, with VIP event admission, a personal shopper, and the most significant savings. The ultimate achievement is reaching this stage, like finishing the LEGO masterpiece. It gives loyal consumers a feeling of accomplishment and communal prestige.
This makes your loyalty program an adventure, like a LEGO construct. By developing reachable and stimulating levels, you can ensure that all consumers, from occasional shoppers to loyalists, find value and excitement in their loyalty journey. So, carefully plan your levels to make each stage pleasurable in the construction process.
After researching LEGO Land to Your Shop and LEGO Rewards’ loyalty program secrets, we should reflect on our key lessons.
Collaboration Inspiration compares LEGO’s strategic relationships to how creative collaborations might boost loyalty programs. We covered Beyond the App and the need for in-store and online accessibility to suit customer preferences in your loyalty program. Tiered Tiers let us design incentive levels that customers of different involvement levels may reach and enjoy. Finally, Balancing Value and sustainability promotes changing point values, incentive options, and promotions to maintain satisfaction.
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