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LEGO VIP Programme - looking for feedback and suggestions *EXPIRED*
drdavewatford
Administrator Posts: 6,756
Fellow Bricksetters,
As some of you may be aware, the group within the LEGO Company which runs the VIP Programme is looking for feedback from AFOLs. Specifically, they want to learn about "mature LEGO VIP members’ experiences with the program and the kind of benefits the program could provide to create even more value for members.". LUG Ambassadors have been asked to solicit feedback from LUG members focusing on the five questions below:
As some of you may be aware, the group within the LEGO Company which runs the VIP Programme is looking for feedback from AFOLs. Specifically, they want to learn about "mature LEGO VIP members’ experiences with the program and the kind of benefits the program could provide to create even more value for members.". LUG Ambassadors have been asked to solicit feedback from LUG members focusing on the five questions below:
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) What additional experiences would family-oriented VIP members like access to?
5) How do family-oriented VIP members want to be treated as a VIP when they come to the LEGO store, call the contact center or otherwise get into contact with the LEGO Group?
If you're a VIP member and want to provide feedback to those running the programme then please post your responses and suggestions to the questions above on this thread. This is an excellent opportunity to share suggestions for improvement, and I'd love to be able to go back to LEGO with some interesting and innovative ideas, not to mention some candid feedback. If for whatever reason you'd prefer not to post your comments on here and would rather respond privately then feel free to drop me a PM instead.
I'll leave the thread open to gather your comments for about a week, give or take, after which I'll work with the other participating Ambassadors to collate the responses from our respective LUGs and present them to LEGO. If you've already provided responses to these questions elsewhere, e.g. via Eurobricks etc., then there's no need to post them again here.
Thanks in advance!
If you're a VIP member and want to provide feedback to those running the programme then please post your responses and suggestions to the questions above on this thread. This is an excellent opportunity to share suggestions for improvement, and I'd love to be able to go back to LEGO with some interesting and innovative ideas, not to mention some candid feedback. If for whatever reason you'd prefer not to post your comments on here and would rather respond privately then feel free to drop me a PM instead.
I'll leave the thread open to gather your comments for about a week, give or take, after which I'll work with the other participating Ambassadors to collate the responses from our respective LUGs and present them to LEGO. If you've already provided responses to these questions elsewhere, e.g. via Eurobricks etc., then there's no need to post them again here.
Thanks in advance!
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Comments
I recently joined, and so far I've bought a modular online during a double points promotion. I'll probably put the points earned towards one of the "must have" sets on my wish list fairly soon.
Saving money.
I don't think we'd have got into building modulars without the VIP program - it's an unusually expensive set for us, and having the opportunity to accumulate points justified the purchase. This was particularly useful since we don't live close to any large stores that have a wide range of advanced Lego sets, so we would have been unlikely to buy it otherwise.
We don't have kids or have a Lego store in Ireland, so these ones aren't relevant for us.
Buy sets during double VIP times and spend points at other times
Saving money but also early access can be beneficial dependingon the set.
I would say it does not influence it directly. Free with xx purchase gifts influence it more.
Possible opportunity to trade in points at end of year for left overs from that years promotions. Say 100 points per gift. Also would like early access to include regular sets, even if it is only 2 weeks early. Possible introduction of an extra free gift with purchase if part of the VIP program.
Can't go to a lego store as there are none in Ireland. Contact centre is usually quite cooperative depending on the situation.
2) none
3) no influence at all, I tend to buy elsewhere due to better discounts than the VIP points give.
4) none
5) no different to regular customers. VIP club is nothing special, no different to a supermarket loyalty card.
2, The main benefit that the VIP program provides to me is the points, so that they can put towards sets I wouldn't normally be able to afford.
Early access is nice but not something I use because sets can normally be brought at a discount further along the line and cheaper to buy sets are more important to me than bragging rights.
3, Personally speaking only the double point's events tend to influence my purchases especially if combined with a promotional item that fits the themes I buy from.
The promotions that only offer a small amount of points for a selected set don't have any influence even if it is from a theme I collect as the same item would normally be available at a double point's promotion so it is usually better to wait.
4, I would like to perhaps see VIP exclusives (minifigures or sets) or events offered to members only. Also, as well as the early access to released sets, early access to promotional items would be beneficial. VIP discounts that are on par with other retailers selling Lego would also be good and would get more people buying direct from TLG.
5, No different from other customers in the store, the points are the benefit for loyalty to the brand.
I'm the only Lego VIP member, and I make use of the VIP program about twice, maybe 3 times a year.
Double Point events plus occasional early access.
I only buy large (e.g. Modulars) or other sets when there's a promotion. Otherwise, I can generally find the sets cheaper in retail stores.
Maybe special promotions for entry into Legolands/discovery centres? Or maybe VIP only sets?
I'm surprised this is even a question, everyone is a customer and should be treated individually.
Is this a trick question? I buy stuff and get points and then spend the points. If there is a different way of doing it I must have missed something. I guess I collect quite a lot of points, between me and the boys.
Money off Lego. We also get the magazines and such for the boys. Sometimes they release a set early to VIPs (essentially everyone, which makes it kind of irrelevant) but I have never used this service - always waiting for a better offer.
No influence on interests - but it does mean I shop with the Lego store more than I would otherwise do. Well, the VIP points and the good customer service.
It would be really good if they used the service to offer extra benefits - my store cards generally track my purchases and then give me specific vouchers - something like 'we noticed you bought a modular, buy another one this month for a bonus 100 points'. If this was specific to me it would make me feel at all special. It would also be good to enter everyone who made a purchase on their card each month into a little competition - not Batpod like, but maybe a free keyring or some points. Make being a VIP not just about spending the money. VIP cards (with the same number) for the boys would also be cool so they could carry them around and use them - even though they would probably lose them straight away.
Anyone can be a VIP in like, two clicks, so what's the point? I don't want to be made to feel special - I want the incentive to be better than the fact I can often get 30% off elsewhere. I often feel like Lego must make a stonking profit on sets I buy direct over getting them from another retailer - turning this back into something that actually tempts me away from the bigger discounts elsewhere would be ace. I teach my boys the same thing - it's never too early to be a savvy shopper, they know about VIP points but even when we get in to the store, they often choose to save their money for somewhere else.
I wouldn't make a purchase at a Lego Store without being a member. It also allows me to talk to the Store employees and contact centre staff knowing they can see how much I have invested in their brand, which makes it easier for me to ask for favours or just get a nicer response.
Not even a little bit. I buy what I want or what the children are after and if there's a bonus on the set I'll take it but there's no chance I will buy something just because it's got a VIP extra, or is available early to members. I sometimes get annoyed that the VIP bonuses aren't on the sets I want, but that normally makes me check Amazon instead.
Collect and redeem points.
Collection and redemption of points
I probably have more of the Modulars and large Creator Expert sets due to either buying them during a double points promo, or using those points to reduce the price of items I can't easily buy elsewhere.
Nothing I can think of...
Customer service is already really good (in my limited experience)
I tend to only buy exclusives from LEGO, since it's not worth going out of my way for sets that I can get for the same RRP (or less, with some patience) from local retailers. I probably purchase three exclusives a year, at least one of which will be during a Double VIP event. I tend to let points build up for the whole 2-year window, so I have a decent chunk at the end. I use the points to either buy a wanted exclusive at a discounted rate, or a mid-to-large set heavily discounted (that I wasn't too interested in at RRP).
Discounted sets, naturally. By the time I've accumulated big points over two years it almost feels like free LEGO, as long as you stick your fingers in your ears and don't think about what you spent to earn such a large amount...
Not at all, really. I mostly use the points to buy exclusives at a discounted rate, but usually those are sets I'm going to buy anyway.
I guess I can't consider myself 'family-oriented' as I'm the sole user of the VIP account, so...N/A, I guess. Though if I can ignore the 'family-oriented', then I think it'd be cool to have an 'elevated' type of account, like if you've passed a certain spending threshold you get a different card to the one it takes 30 seconds to sign up for.
Also, since TLG seems to put a lot of emphasis on surveys, I'd like surveys completed by VIP members to be incentivised - even a small bonus points top up on your membership, or perhaps a monthly draw for a bigger VIP prize.
Again, probably don't qualify as 'family-oriented' but I wouldn't expect to be treated any differently in terms of customer service. That should be exceptional for everyone, and to be fair it invariably is.
It's of note that there have been very few responses given that the Brickset Forum has well over 16K members; it'd be interesting to hear from anybody who didn't feel inclined to respond to the questions in order to better understand this as it's also potentially useful feedback for me to provide to LEGO.
Incidentally, if TLG really want to discuss this, this is actually a discussion board.
Most of my purchases are for myself, so my responses would have been pretty much the same as Steve_J_OM.
1) Please describe how you and your family make use of the VIP program today
As a family any purchases made on-line or in-store get attached to the single VIP card, so from that perspective as a family we buy Lego and stack up the points.Occasionally I take advantage of the early sales options, but in reality those sets are available to everyone within a few weeks of any VIP exclusive period so that is rare and quite pointless.
It is more likely that I and by proxy the rest of the family will target Lego purchases to tie in with other offers like the double VIP points especially, if we are getting a set or two each and the bill runs into the hundreds of pounds.
The points saved up tend to get saved up and since I end up actually paying for all the Lego I tend to spend all the points in one go, normally on a major UCS once a year.
2) Please identify the key benefits the LEGO VIP program provide for your family as a whole
The general points accumulation process is the main draw. Double VIP points is the only meaningful incentive beyond that.
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?
The VIP program has zero influence of themes and limited influence over purchasing habits beyond timing with a promotion.
4) What additional experiences would family-oriented VIP members like access to?
Being a VIP member isn't so much about being a VIP (the scheme is open to all and takes around a minute to sign up to) it should be about using that brand buy-in to ensure better incentives to spend my money directly with Lego.
If I buy a £100 set from Lego i get £5 worth of VIP points, great but 9 times out of 10 I can get the same £100 set for £75 from Amazon with free shipping, so where am I likely to spend my money? In fact, with the exception of ToysRUs, Lego tend to be the most expensive option when it comes to buying Lego and the VIP program would seem like a good way to tackle that.
The VIP program should strive to make sure that those people who sign up get the opportunity to get the toys they clearly love at the best prices.
5) How do family-oriented VIP members want to be treated as a VIP when they come to the LEGO store, call the contact centre or otherwise get into contact with the LEGO Group?
Like a human being?
I don't think any shopper entering a Lego store or contacting Lego should be treated differently from any other shopper; I don't see the VIP program as one that exists to create a two-tier shopping experience. It should be an incentive program where the benefits of joining up outweigh spending money on Lego with other retailers.
I accrue points from purchases, which consist almost entirely of exclusives (non discountable by retailers) bought either during double VIP points times, or when a highly desirable promotional item is being given away. Eventually I will spend the points on my next (non-double points) purchase
VIP points is really the only one that is noteworthy. Early access is usually a detriment, as there are generally better offers to be had by waiting. There really aren't any other tangible benefits.
not at all. odd question.
Making the VIP actually mean something perhaps. Anyone can (and is) a VIP for simply giving an email address. I agree with others who spoke of tiered VIP systems (the more you spend, the more you save?), or something to actually entice me to spend my money with LEGO instead of another retailers. As it is, the vast majority of my purchases are made from Amazon or others at 25%-40% off of retail. Give me a comparable deal, and I would buy more direct. But that is a big ask, so perhaps non-monetary perks instead. The early access I think was a start in this direction, but it really ins't all that exciting or meaningful.
I think TLG handles this pretty well actually
2) Please identify the key benefits the LEGO VIP program provide for your family as a whole
1 and 2 - just the points. Extra points are a convenient way to resolve customer service issues.
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?
It usually doesn't affect what sets I buy. Points and promotional items sometimes get me to buy directly from LEGO instead of other retailers. Even so, they often aren't worth as much as a straightforward discount elsewhere.
4) What additional experiences would family-oriented VIP members like access to?
Double points more often and less limited in what sets you earn them on
More points available overall
Not needing to spend in 100 point/$5 increments
Points expressed in monetary value form, like call it 2.1 LEGOBucks rather than 42 Points
5) How do family-oriented VIP members want to be treated as a VIP when they come to the LEGO store, call the contact center or otherwise get into contact with the LEGO Group?
Can't think of anything
I'm currently drip feeding myself Batman Movie sets. :)
If I wasn't a member, I probably would be buying all my Legos from Amazon rather than buying any from the Lego Store. However, the minimum I get for buying from the Lego store is a 5% discount (same as my Amazon card), plus the ability to get free stuff. Generally the free stuff isn't of use to me, but it makes great gifts to younger people. (Gotta build those future engineers somehow.) Also, the early access and the exclusives are also useful.
Discounts. Free stuff (for gifts). Exclusive access.
I'm more likely to buy something if there's a promotion.
While I appreciate the free stuff that I can give away, it would be nice if the free stuff was better aimed at the customer. If the customer is buying a 12+ set, then having the free stuff also be 12+ would be nice.
I've never contacted the LEGO Group, so I'm not sure how this could be improved. As for the store, I can't see ways that providing extra service wouldn't adversely affect your other customers. Perhaps, instead of points at the store, giving a 5% discount would be nice. It's the same thing, but would work well across national borders. (The card holder could have a choice of discount or points.)
Reading the posts in this thread, it seems there is a 5% discount of some kind. I get that by buying from Amazon anyway - so no differentiator there....especially since, at Amazon, that's 5% off the already discounted price (typically).
Generally-speaking, if I can buy Legos at Amazon, there is no reason to buy them from Lego itself...as far as I can tell....esp. since I find the lego.com site REALLY hard to use - and the item I signed up for to buy ended up not shipping to me anyway, due to a screw-up on Lego's part (Thanks, Lego). Being in the VIP program doesn't affect my buying decisions at all.