With Insider, our whole marketing process has been greatly simplified, and it is this, along with the admirable tech support that makes them a great choice for us at LEGO/KOJ.
Masters of Reinvention. Constantly innovating, never compromising. Building, rebuilding, and striving for the best. It is this resilience and permanent sense of renewal that drives LEGO forward. Never still.
Founded in: 1932
Numbers of stores: 731 branded stores
Operates in: 50 countries around the world
Number of employees: 20,468
Since LEGO/KOJ was starting from ground zero in the region, they had a very small database that they wanted to grow, while also trying to convert users from this database into paying customers.
LEGO/KOJ decided to use Insider’s email product as the first solution to address the challenge of a small database. They set up lead collection on their website and mobile app by offering incentives on first orders for users, with users entering their email to get a promo code. They followed up by sending promotional newsletters to these users regularly with exclusive offers and discounts.
Regular communication from LEGO/KOJ was effective in converting leads into paying customers. These emails were received well with open rates of 30.8%. Their subscriber base also grew by a massive 361%, and to this day, email remains one amongst the top channels to drive the highest revenue generation.
LEGO/KOJ wanted to improve product discovery, drive promotions and increase overall page views on their mobile app.
Insider’s team recommended the use of InStory, the modern product discovery tool that emulates the familiar social media format of browsing through stories, and encourages users to click and check out what the company has to offer.
As a result of using InStory, LEGO/KOJ achieved an improvement in page views of 47.88%, with a decrease in bounce rate of 29.71%.
LEGO/KOJ aims to create more hyper-personalized experiences in the future with the aim of retaining existing customers and increasing LTV. They also want to build a strong CRM program with automated communication throughout the lifecycle of a customer with their changing needs and preferences.
Through the use of Insider’s Architect, LEGO/KOJ also wants to create personalized customer journeys across multiple channels to promote the brand, drive conversions and widen the brand’s presence.
“We have had great synergy with Insider on the whole since we started working with them. Insider’s team proactively supported us during the tech integration process, suggesting best practices that will help us squeeze more out of their platform. With Insider, our whole marketing process has been greatly simplified, and it is this, along with the admirable tech support that makes them a great choice for us at LEGO/KOJ.”
Marketing & eCommerce Manager