George Panopoulos | Critical Mass Chicago
I recently had a truly extraordinary retail experience when taking my son to visit the LEGO store out at Woodfield Mall in Schaumburg (IL). The store layout, staff assistance, merchandising, customer-centric focus, the use of technology and overall shopping experience I had there made me stop in my tracks and recognize this was worth documenting. We say that we are in the business of creating extraordinary experiences at CM—and I strive for that every day in my work. But it is an experience like this in my personal life that helps me step back and reframe what “extraordinary” means any why we strive so hard for that bar.
It was such a blast that I decided to capture the ways that the LEGO store engaged customers, kept them in the store (for hours at a time) and pulled in foot-traffic in an otherwise gigantic and distracting 300 store mall. What better way to do that than in pictures, so you can see what I saw—and what LEGO fanatics keep coming back for.
Some of the “Extraordinary” highlights I noted during my LEGO experience were:
1. Immersive and interactive displays.
2. Ingenius targeted product development.
3. Makes buying easy.
4. Speaks to the enthusiast.
5. Utilizes technology.
Here’s a look into my extraordinary journey with LEGO.
IMMERSIVE AND INTERACTIVE DISPLAYS
They promote foot traffic to their store with unbelievable displays.
Store design and layout that promotes exploration and participation.
Store is organized by type of shopper, by genre (theme) and by skill level.
TARGETED PRODUCT DEVELOPMENT
Caters to "entry-level" customers (ie. kids.) The "Build Your Lego Man" Station encourages product interactivity.
Caters to indecisive, time-strapped customers (ie. parents). "Pick a Brick" for bulk buying. And purchase containers are always within an arm's reach to transfer ideas and projects home for purchase.
Caters to pop culture crazes. Here, the Star Wars Millenium Falcon set. But they also carry Harry Potter, Indiana Jones, and Thomas the Train
MAKES BUYING EASY
Purchase containers are always within an arm's reach to transfer in-store fascinations to check-out as easily as possible.
Similar to Apple stores, there are no checkout aisles, only purchase stations scattered throughout the store.
Sales managers are always available to help you with your project ideas, and of course your purchase.
SPEAKS TO ENTHUSIASTS
Limited edition products and hard to find collectibles.
Targeted events for the all levels of LEGO expertise.
Lots of CRM opportunities. In store POS displays promoting and collecting registrations for LEGO Club loyalty card program.
UTILIZES TECHNOLOGY
Products and packaging are created to utilize augmented reality. See the call-to-action for the Digital Box.
An augmented reality wall in store to give point-of-sale demos.
Technology allows shoppers to see exactly what the product would look like when fully built.
Continue the fun out of store. iPhone apps that allow you to turn your photos into LEGO mosaics.
Well done, LEGO, well done. You’ve already got my son and I hooked on your products and now you’ve got my professional respect to boot.
George is a VP Client Partner for our Las Vegas, Budweiser and Autotrader accounts.
