LEGO Gift Finder Personalization
Conversity’s IGS solutions discuss using personalized digital platforms to gain consumer purchase insights. LEGO developed a journey to help gift givers find toys for others, not just for personal purchases as most guided selling services do.
Innovating Consumer Solutions
As a provider of intelligent guided selling (IGS) SaaS solutions, Conversity was engaged to discuss how personalization on digital platforms could be leveraged to secure additional insight into the consumer purchase process. And while most guided selling journey services focus on helping consumers make purchases for themselves, the LEGO strategy was to develop a journey to help gift givers find toys for others.
Award-winning Tech
And while LEGO has been very happy with the deployment of the service, there have been others who have found the digital innovation interesting and relevant in today’s digital transformation of commerce. LEGO and Conversity won Ecommerce Awards 2020 ‘Best Use of Personalization’ in October 2020.
The Results
Increase in “Buy Now” clicks month on month.
Converting More Visitors
Since the LEGO Gift Finder has gone live on the Toys "R" Us Canada website, they have experienced an 89% increase in "Buy Now" clicks month on month.
2020 WINNER
ECOMMERCE AWARDS
Converting More Visitors
Against strong competitors, LEGO and Conversity won 'Best Use of Personalization' at the Ecommerce Awards in October 2020 for the LEGO Gift Finder.
Online conversion rate (OCR)
High Conversion Rates
14% of sessions engaging with the LEGO Gift Finder, led to a sale in February
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Alignment to Corporate Strategy
First half results for LEGO globally were very strong. The brand achieved the following results worldwide:
- Consumer sales grew 14 percent in 1H 2020 compared with 1H 2019
- Revenue grew 7 percent to DKK 15.7 billion compared with the same period in 2019
- Operating profit grew 11 percent to DKK 3.9 billion
- Market share grew in major countries, outpacing the toy industry
