Retail : here’s how Lego ensures customers buy more

Supermarkets used to earn a lot of mony just before checkout. All the gums, sweets, … were there to tempt customers and add fat money to the bottom line. With the advent of smartphones retailers were surprized to see their sales plummet; consumers were too busy looking at their smartphones’ screens and impulsive behaviors were suddenly stopped.
The Lego store in London found a way to counterattack. A checkout path was implemented that put temptation items at the height of those who don’t have a smartphone to look at : children !

Whether there are queues or not, parents must go through a highly dangerous 20 meters path trapped with small, unexpensive items at children’s fingertips.

By Pierre-Nicolas Schwab Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)