LEGO bet big on its community, and that pivot marked the beginning of a successful customer-centered strategy. Within a few years, the company’s customers were fully integrated into the core of the business.
If you didn’t read last week’s post on LEGO, read it here before diving into this post.
Since then, LEGO has been investing in its customer creation platform. The Danish company’s co-creation site is called IDEAS. It allows customers to create and propose their new designs directly online. Senior LEGO employees then analyse the profitability of the most popular projects. Selected LEGO sets are then passed on to the production and marketing teams. LEGO’s role in this community is that of a moderator, enabling the community’s creativity by facilitating and leading discussions. Thanks to their customers’ diverse expertise (architecture, manufacturing, design…), these projects are actually of lower risk than regular, internally developed projects. Users are no longer passive, and are able to speak their mind and empower themselves.
It’s a win for both sides.