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From Clicks to Bricks: A Combined Shopping Experience

On Wednesday, April 5th, iWeb had the privilege of attending the first day of IRX17, at the NEC in Birmingham. As the biggest multichannel event in the UK, 90 leading experts, speakers and exhibitors were there to showcase to over 5000 industry visitors, the latest eCommerce and retail trends.

From Clicks to Bricks: Aligning in-store and online shopping experiences

Amongst the speakers, we were lucky enough to listen to Shehnaaz Chenia, who has been Global eCommerce Director at The Lego Group, for the past four years. Within her speech, she outlined the Lego brand challenge that has consumed her and her team’s efforts for many months –  the successful delivery of a seamless online to physical store shopping experience.

The Lego Strategy

The last ten years have seen Lego grow into nothing less than the Apple of toys: a profit-generating, design-driven brand built around premium, intuitive, highly covetable hardware, that fans can’t get enough of.

Despite the cult of Lego and it’s steadily increasing revenue figures, Shehnaaz Chenia revealed in her speech, the problems the company have faced in relation to their disjointed and discontinuous relationship between the physical and digital store – which has contributed to a confused brand identity

She explained how people felt unfamiliar and uninspired by the Lego website, so much so that some customers even questioned the authenticity of their official website.

It clearly didn’t translate the same fun and excitement of the physical store and on the back of this discovery, Lego implemented a strategy that would achieve them brand continuity across their physical and digital arenas, as a way to help shoppers feel connected in multiple retail spaces. They now aim to ensure that when customers visit any of their stores, they receive the same experience as they would online and vice versa.

This has included:

From Clicks to Bricks: A Combined Shopping Experience

Lego’s strategic brand changes have helped to boost sales and enhance the customer experience. It’s now a brand that has united both its digital and physical channels – making it easier for them to truly inspire the builders of tomorrow!

While Lego has achieved clear brand continuity, they’re not alone, other internet retailing brands have and are developing similar branding strategies.

Here are a few others:



When it comes to branding and brand message, keeping it consistent is key. Apple, IKEA and Lego have all found ways to unite their branding across multiple channels, linking-up shopper experience and keeping it the same across the board, whether it’s online or in store. An experience of a brand should be the same wherever of however you access it!

Can you think of any other examples of brands that are getting it right, or maybe even badly wrong? Let us know @iwebtweets


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Posted in eCommerce, Technology & Trends


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