Executive Summary:
Lego is redefining in-store retail experiences by transforming its stores into immersive environments that engage customers and keep them coming back. From themed store makeovers, like a Lego-built flower shop in London, to interactive personalization studios, the company is prioritizing creativity, storytelling, and engagement in physical retail.
Lego is also integrating digital and in-store experiences, launching gaming workshops, livestream shopping events, and leveraging store employees as brand ambassadors. By allowing customers to create custom Minifigures, removing traditional shelving, and focusing on experiential retail, Lego is appealing not only to children but also to adult collectors, a demographic that now accounts for a significant share of toy sales.
With physical stores acting as media channels that reinforce brand identity, Lego’s approach highlights the growing importance of experiential retail in a digital-first world. Other retailers looking to thrive in brick-and-mortar spaces may need to follow suit—turning shopping into an experience rather than just a transaction.
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