Those buying online from LEGO Shop UK will be pleased to learn that the firm is testing a
new selling strategy. It is trialling a minimum purchase amount for its Pick-a-Brick
service in the UK. This will align with the price of a large Pick-a-Brick cup
in its stores. The value of one of these is £11.99.
Those visiting the firm’s online shopping website are able
to choose from two options: Pick A Brick
and Bricks and Pieces. These might seem to be similar, however, the way they
function is very different. For instance, the second system mentioned is for
small orders so that the end-user is able to complete a project or replace lost
elements. The former is the opposite. It is for bulk orders and previously it
did not accommodate small purchases on the Web. Thanks to the new strategy, the
firm will have the opportunity to test a minimum order value. Moreover,
this would align experiences both in-store and online.
The test will last until an appropriate sample size of
online Pick A Brick orders are generated. It will be visible to all UK shoppers
and if this system is a success, LEGO
might trial it in other countries as well.
LEGO is testing a new system © Royalty-free image
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