Introduction
The small Danish Lego company quickly grew into a huge company with a worldwide reputation thanks to simple and multifunctional construction sets that are popular all over the world among both children and adults. The are several reasons why people are attracted to Lego sets. The first – the Lego builders perfectly develops logical and imaginative thinking, and also gives almost unlimited possibilities for building various designs. The second factor is that the process of assembling Lego bricks is a great relaxation. A person focuses on the design and is distracted from problems, plunging into their thoughts. The third factor – Lego is suitable for all age groups: both children and adults. However, Lego company has a potential to develop even further by paying attention to adult audience and six brand touchpoints: the website, brand stores, licensing and diversification, social media, integrated customer experience, and partnerships with the education sector.
The Six Brand Touchpoints
Website
Regarding speed, comfort, and user-friendly design, the LEGO website performs well. The site’s organization, including where and what is located, is simple for a user to comprehend. However, as soon as a person opens the website, they are offered with the option to preview and purchase a Lego model. The first recommendation is to design a welcome page where users are initially welcomed and then given commercial products. A brief video clip of the models as the background could be included, which would be a better representation of the company.
Second, the website can conduct a survey with the user to learn more about their preferences. On the home page, there is a section with recommended products; however, these products are not based on any data and may not appeal to the purchaser. In order for the website to make product recommendations based on the interests of the buyer, the user may be prompted to complete a survey at the start of the shopping process. Age, target, interests, and hobbies of the client may all be identified with a poll. As a result, the user can find the models he needs quickly. The user must also have the option to decline the survey and proceed with the shopping independently.
Brand stores
Lego has opened official brand stores all over the world. They guarantee customers a fascinating and enjoyable shopping experience. What the Lego brand stores offer is mostly a completed models which could be observed in a glass box. Adults are different from children: they are harder to get excited. However, building pavilions with constructors is one way to make shopping more engaging. For instance, a Lego character model may be placed at the Marvel pavilion. The constructed Thor figure can be placed if a recent Thor movie has been released. Instead of merely looking through the glass, customers will be able to touch the figure and disassemble and reassemble it. As a result, buyers’ interest will grow, and shopping will become a lot more engaging activity.
Licensing and Diversification
For different demographics, LEGO has themed sets available. Star Wars construction sets are a corporate best-seller, and as is to be expected, most adults buy them for themselves. They can design products for a more specific audience, such as for culturally diverse groups, to further diversify the product offerings. Every nation has its own mythology, stories, heroes, and architectural buildings. The Lego corporation can grow by producing construction toys that are influenced by various cultures. For example, Lego can create a model of Samarkand, a medieval city in Central Asia. Customers, especially mindful adults, will be intrigued by the visual representation of their own culture which will increase the sales. It will also broaden the product variety offered by the company. Additionally, these models will foster global interest in the history and cultures of other nations, which will advance our understanding of different civilizations. However, the teams must research and create market plan thoroughly to avoid any misunderstandings and cultural appropriation.
Social Media
The Lego Corporation is efficient at adjusting to changing market dynamics and learning new platforms. Lego has official accounts on YouTube, Instagram, and Facebook, where the pages are regularly updated and actively maintained. Lego is advised to launch the official Tiktok page, one of the most popular platforms. The idea behind Tiktok videos is that users record brief videos and edit them with various effects, music, and filters. Such brief but engaging videos immediately gain a large audience. Therefore, organizations like Lego should consider setting up a Tiktok account. Tiktok could broadcast videos of constructed and operating models and launch both kid and adult contests. High quality and visually appealing content will make millions of followers engage with Lego. Disney, Amazon, AMC, and other businesses have already made Tiktok profiles and are using them to advertise their brands.
Integrated Customer Experience
The ability of Lego to engage an audience is well established. People suggest various areas for improvement and take part in organizational decision-making. In order to choose which models to produce in the future, Lego also provides a variety of polls. Lego might, however, develop to produce models that customers can customize. It might help to cover interests of adults who may not be engaged in resent tendencies. Given the scale and popularity of the company, this notion may be challenging. Additionally, if the Lego company starts this project, a great deal of requests for customized models can flood in, and the business might not be able to accommodate them all. As a result, this notion may be seen as one of the development options and may be somewhat changed for the feasibility.
Partnerships with the Education Sector
All across the world, educational institutions frequently employ Lego pieces. Lego constructors are mostly used to create robotics mechanisms (Newton, 2020). Lego can be used to create anything, so its educational potential is limitless. For instance, Lego can be used in the university curricula for architects and construction engineers. The Egyptian pyramids can already be modelled using a number of Lego components. Lego blocks can also be utilized for scientific study and tasks including visualization. Lego blocks can also be applied in the teaching process. For instance, building Lego models of the heart, blood circulation channels, or car mechanisms will greatly aid many students in comprehending and remembering the subject. Using Lego is a unique and creative method of teaching that will help kids retain the subject. Due to the popularity of Lego, many students will also enjoy recalling their youth and will find the educational experience to be enjoyable. This is an example how Lego can be used to deal with more serious tasks that adults face.
Conclusion
To conclude, the Lego company can be improved by enhancing its brand. First, they need to make their website look better overall and be more professional by adding the welcome page. Second, rather than just displaying glass boxes containing models, Lego could construct pavilions where buyers could build their own models. Third, Lego may broaden their product offers and interact with a more culturally diversified audience. Fourth, to expand its audience, the Lego should establish a Tiktok account and broadcast high-quality videos. Fifth, the company should consider whether to offer models that can be customized. Sixth, since Lego is excellent at visualizing concepts, it should be used in education. All the measures will increase adult interest in Lego and promote the company.
Reference
Newton, D. (2020). LEGO is probably the biggest education company on Earth. Forbes. Web.