LEGO Group’s Mosaic Maker experience proves value of omni-channel enabled retail, says BookingBug


By Hayley-Jayne Cone, chief customer officer, BookingBug

Cone: omni-channel is make or break in retail

Today’s retailers are all working towards one common goal: to provide consumers with a seamless, omni-channel customer experience. In recent months, we’ve seen Wayfair announce plans to open physical locations and Sally Beauty announce that it is planning to re-invest profits and restructure its organisation to create better in-store experiences. Achieving omni-channel commerce is the make or break reality for modern retailers.

Why? Because in order to fully engage with a brand’s target market and form deep-rooted connections with customers, retailers must provide the level of convenience that comes along with having both a digital and physical presence. Brands who are able to successfully execute this type of seamless, omni-channel experience will not only engage more effectively with customers in the moment but will also retain more customers in the long term.

LEGO Mosaic Maker delivers personalised experience shoppers crave

Brands with an interactive product experience have an even greater need to leverage omni-channel interactions for their customers to seamlessly bridge digital and physical channels. One such brand is LEGO.

LEGO is an iconic brand whose products served as the “building blocks” of childhood. People of all ages across the world relate to the LEGO brand and are eager to experience all that this iconic brand has to offer.

To fulfill this desire and bring a unique, personalised experience to customers, LEGO created the Mosaic Maker, an automated computerised experience that captures an individual’s image and provides printed instructions, as well as the LEGO bricks required, to complete a LEGO portrait.

The Mosaic Maker, which was first introduced at the brand’s flagship location in London, brought a level of personalisation that consumers instantly connected with. The experience allows LEGO fans to develop a deep, emotional connection with the brand and truly feel as though they are a part of it.

In fact, the Mosaic Maker experience was so successful that it created high demand that led to subsequent in-store challenges such as long queues, long wait times and time-consuming administrative tasks for store associates

Why LEGO implemented booking software

To keep up with this demand, LEGO implemented BookingBug, a customer journey management platform that catalyzes digital-physical customer journeys

allowing users to book scheduled appointments. The purpose of the technology was to manage in-store bookings, give customers a chance to book their timeslot on the LEGO website ahead of time and bridge the digital and physical shopping experiences.

The technology ended up alleviating many of the in-store challenges that LEGO was experiencing. Once customers were able to book a specific date and time for their Mosaic Maker experience, staff had the chance to prepare accordingly, resulting in the best in-store experience possible. Furthermore, it gave customers the convenience of planning their visit in advance while having the assurance that they would not need to wait once they arrived.

The project was such a success at LEGO’s London location, that they have rolled out the experience across other flagship stores in Berlin and New York City.   

Scheduled in-store experiences build customer loyalty

What can other businesses take away from LEGO’s story? Allowing customers to schedule in-store experiences not only results in happier customers but also more profitable and personable relationships.

Giving customers the chance to book their visit in advance is a win-win situation: it gives them the assurance that they won’t need to wait, while also allowing in-store associates to prepare the best, most personalised experience possible – resulting in increased sales.

It’s also a way for retailers to ensure that the value of their physical store is kept front and centre. Personalised service combined with memorable experiences results in loyal customers that will visit the store time and time again.

Lastly, the success of the Mosaic Maker demonstrates the need for today’s brands to bridge the physical and digital divide. With so many consumers shopping online only, retailers need to find ways to incentivise them to visit a physical location.

This isn’t to say that all retailers need to develop a machine like the Mosaic Maker, but the success of the project does suggest that consumers react well when given the opportunity to plan in-store visits ahead of time. Today’s consumers, while more digitally savvy and seemingly disconnected than ever, still value the convenience and human connection of a face-to-face appointment.