373. How LEGO builds community and embraces innovation
Retail Gets Real · with Martin Urrutia · January 21, 2025 · 24 min
Summary
LEGO consistently innovates while staying true to its core values, fostering a strong global community through brand storytelling and unique in-store experiences. Ecommerce operators can learn from LEGO's masterful blend of heritage and forward-thinking to create immersive brand experiences that resonate across generations and build lasting customer loyalty.
Key takeaways
Focus on creating unique in-store experiences that blend physical and digital elements to drive engagement and brand loyalty, as exemplified by LEGO's approach.
Develop a robust brand storytelling strategy that extends across various media (e.g., movies, TV shows) to deepen customer connection and brand identity.
Implement community-building initiatives like LEGO Ideas to leverage user-generated content and foster a sense of belonging among customers.
Balance innovation with core brand values to ensure new initiatives enhance rather than dilute the brand's established appeal.
Invest in understanding customer journeys to optimize both online and offline touchpoints, creating a seamless omnichannel experience.
LEGO is a timeless, cherished brand for kids and adults alike. In a very special episode from NRF 2025 Retail’s Big Show, we’re joined by Martin Urrutia, head of Global Retail Experience and Innovation at LEGO. We talk about how LEGO continues to innovate while remaining true to its core values. We also explore the importance of brand storytelling, creating unique in-store experiences, and building community with consumers. Plus, Urrutia shares highlights from working for LEGO and his most impactful career advice. (00:00:00) Introductions(00:02:30) Urrutia’s career journey (00:06:28) LEGO movies & TV shows (00:08:08) Balancing innovation with timelessness (00:10:12) Exciting innovations for 2025 (00:16:39) Urrutia’s career advice & leadership philosophy (00:20:30) Building community with LEGO The National Retail Federation is the world’s largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• lego.com • ideas.lego.com• Become an NRF member and join the world’s largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal.com
What does this episode say about retail & omnichannel?
Focus on creating unique in-store experiences that blend physical and digital elements to drive engagement and brand loyalty, as exemplified by LEGO's approach.
What does this episode say about brand & content?
Develop a robust brand storytelling strategy that extends across various media (e.g., movies, TV shows) to deepen customer connection and brand identity.
What does this episode say about founder & leadership?
Implement community-building initiatives like LEGO Ideas to leverage user-generated content and foster a sense of belonging among customers.
What does this episode say about retail & omnichannel?
Balance innovation with core brand values to ensure new initiatives enhance rather than dilute the brand's established appeal.
What does this episode say about retail & omnichannel?
Invest in understanding customer journeys to optimize both online and offline touchpoints, creating a seamless omnichannel experience.
