As you may or may not know, I am part of the LEGO Ambassador Network and from time to time there are workgroups where input is needed from members of the LAN as well as from the LEGO community. Below are some of the questions that were presented to us and LEGO would like some input on the current state of the LEGO VIP program. You can either answer anonymously or with your login below. Please answer seriously and honestly to your ability. Thanks for your help!
1) Please describe how you and your family make use of the VIP program today.
2) Please identify the key benefits the LEGO VIP program provide for your family as a whole.
3) How does the VIP program influence your and your family’s LEGO experiences, such as the LEGO sets and themes you are interested in?
4) Please brainstorm ideas related to additional experiences family oriented VIP members would like access to.
5) Please look into how family oriented VIP members would want to be treated as a VIP when they come to the LEGO store, call the contact center and otherwise get into contact with the LEGO Group.
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1. Taking advantage of VIP points promotions on LEGO shopping website. I have redeemed points for 2 different sets already.
2. Free LEGO sets from redeeming points has been great. That’s the extent if my family’s usage so far.
3. I have tended to browse promotions that offer double VIP points, but it hardly has an effect on what I am interested in. It sometimes affects when I buy.
4. Need more LEGO stores. The closest one to me is 5 hours by car and that limits the ability of my family to take advantage of any in-store promotions.
5. My family really enjoys TRU LEGO minibuilds and promotions and would be very happy to have access to LEGO store monthly minibuilds. Treatment in LEGO stores has been great, and I would be happy if they did more giveaways or coupons. But really it’s very good already.
1) Sometimes we save them up for use towards a more expensive set. Other times we just use it on our next purchase regardless of the amount.
2) It offers some incentive to buy directly from a shop.lego.com or at a Lego Store and makes sense on some sets that don’t generally have a sale or get clearance pricing.
3) I’ve started holding off purchases for double VIP point periods to maximize the value.
4) It would be nice to have additional double VIP days. Perhaps on the VIP holder’s birthday and ability to choose any one or two days a year. The former would be a little recognition perk for your birthday and incentivize Legos as a gift. The latter would allow someone to pick up a set on release day that might fall out of normal Double VIP period. For example, I would have purchased Ghostbuster HQ set on release date if I could have made it a double VIP point day. Instead i held off and waited for the spring double period.
5) Honestly, I’ve been underwhelmed by the recognition/attention given to VIP members at the Lego stores. Perhaps it’s because I’m an adult, I don’t know. For example, though, I had to ask for the little Christmas tree ornament last year even after having given my VIP info for the purchase. I usually have my kids with me so it is a little perplexing.
We are 3 hours from the nearest Lego store so we don’t get to them as often as we would like. It would be nice if the mini builds weren’t always on week days. There are times we would have made the trip but we can’t pull the kids out of school and take off work for a mini-build (or could we….????). I understand they are trying to drum up business in the slower middle of the week but it just doesn’t engage those of us who are VIPs but not right by a store. It’d be nice if they let us subscribe to the monthly builds for a small fee , even. I’d pay $60 a year for it.
” It would be nice if the mini builds weren’t always on week days.” <– agree. I've gotten annoyed by that as well. Sadly I need to be at work to afford my Lego habit.
1) Just for points really. Red metallic Lego figure keychain is the only thing I remember getting as a physical perk. I just wished it had not been a keychain and a regular metallic red figure. I would have appreciated it 100x more.
2) I’m not sure if the instore minifig trading event was a VIP event, but that went over very, very well in my house.
3) Sometimes double pints will bring the cost of a set below everyone else and I pick something up I might have gotten elsewhere.
4) Exclusive minifig offers, discounts, clearance items. How about letting us buy the new German soccer team so we don’t have to go to the secondary market. That’s a start.
5) We spend an insane amount of money at the Lego store and the employees mostly know who we are. I’d say for the most part we’re treated very well there, so I have no complaints.
1) At my house, we generally wait until there are double VIP points to make a purchase.
2) As far as benefits of the VIP program, the closest LEGO Store is several hours drive away, so outside of double VIP points from shopping online, we don’t use many other features of the VIP program.
3) The VIP program does not influence WHAT sets and themes we are interested in, just WHEN we are able to purchase them.
4) It would be nice if VIP members had a lower free shipping threshold. Instead of having to get my order to $75, maybe setting the threshold at $49. This would help ease the pain of not having a LEGO store close by. Another thing that would be nice is being able to purchase specific minifigures from the collectable series. Since I cannot go to the LEGO Store to feel through the packages to get the minifigures I want, I go to a local retailer where I can do that. If VIP members could purchase collectable minifigures and specify the quantities of which ones we would like, that would be a huge perk, and I would probably purchase all, or almost all of my collectable minifigures from shop.lego.com to take advantage of the VIP points.
5) I imagine the kids would enjoy getting stickers in the shape of the red VIP minifigure that they could wear and parade around.
1) Collecting point by buying set at LEGO stores that are not on discount someplace else
2) Reduced prices due to points. LEGO magazine for our little one.
3) none
4) Reduced/no shipping costs online, Birthday gifts (small sets, double points, stickers,…) for the little ones
5) Welcomed by name (at the check-out), VIP lane, possibility to order online and pick up in store
1) Since LEGO sets are usually priced the same everywhere, the VIP program effectively gives a small discount at LEGO stores, especially if you wait until double or triple point days to buy larger sets.
2) The points are the only real benefit. Since anybody can sign up at any time, things like “VIP exclusive early access” aren’t actually exclusive benefits.
3) It doesn’t influence the themes we’re interested in, but it does influence when we make large purchases.
4) They could use the VIP account to track what themes a family is interested in, and offer bonuses within that theme for reaching threshold point goals. For example, they could see that my family mostly buys City and Star Wars themed sets, and could send us offers related to those themes.
It would be cool if my kids could get their own VIP cards (that would earn points on the family account).
Something like Nerd Block or Loot Crate for LEGO would be fun, and could be tied into the VIP account.
5) I feel like everybody is treated well at the LEGO store, as they should be, VIP or not. They could open like a VIP only checkout lane when the store is busy (during the holidays or promotion weekends). My kids always love it when a bonus set is included with a purchase, sometimes I don’t even know it’s coming, and usually if the LEGO store clerk sees that there are 2 kids they’ll throw in a second freebie set (maybe because my purchase is double the cut off, or maybe just to be cool). Little freebies go a long way, especially when they are unexpected.
I would second that little freebies go a long way.
I have a feeling a separate line for VIP would not go over well though, especially with non-vips who would need to wait even longer.
1) Only really use for points on the bigger sets, i generally get smaller sets cheaper elsewhere and easier to access as the Lego shop shipping in the uK has been poor recently
2) Points – get discounts on the big sets and
3) No influence on what i buy, just where i buy it – more inclined to buy a £100 set if its around a double points event
4) Small free gifts like the polybags which you can only get access to in the USA, or have them available to buy – I’d be perfectly willing to buy some of these. Access to purchasing SDCC exclusive figures – the community as a whole hates these and make collectors like me wince at the secondary market price.
5) N/A
1 Discounts on exclusives. This is really the only real advantage I am concerned about on normal sets. If there are VIP exclusive promotions, I like those too only if it is a decent mining. NOT like the Stormtrooper Sergent.
2 Again Discounts. I’m poor and the price of a set is make or break. I’ll pay a bit more for quality, but if it is too overpriced I will not get it on principle. Also, I wish the discounts could compete with amazon a bit more. Maybe lighting deals?
3 The VIP program is good again for helping me get sets otherwise not on discount at something less than MSRP. I like star wars and super heroes most. If there are exclusive sales (that are competitive with amazon), or especially exclusive figs then I will buy. Seriously exclusive figs are the main reason I make the purchase from lego.com instead of amazon. More exclusives in super heroes and star wars please.
4 Minifig Swap for all ages. More adult events. Maybe exclusive access to bulk parts at discount. Say 2x4s in a lot of a 1000 for a hundred bucks. I would go broke buying things like that.