Social Commerce as the New Storefronts: Lessons from Lego

Innovative businesses are turning social channels into the new storefronts.


Here we look at a great example from Lego.


Social Commerce 101


Social commerce uses social media to assist in the online purchase of products. It leverages social interaction and enables shoppers to get recommendations from people they trust, find those products, and then buy them.


It helps brands do four things:

  1. Engage customers with the brand

  2. Incentivise customers to return to the brand website

  3. Encourage customers to talk about the brand

  4. Gives information on specific products, allowing the customer to research, compare and ultimately make a purchase decision

Companies such as Threads paved the way by successfully using Whatsapp and WeChat to service customers through social media and personal messaging. So instead of having to visit a website, search, select and checkout you could simply talk to someone on social media.


How Lego Nailed It


Earlier this year Lego launched a new, limited-edition, teenage streetwear line which could only be bought via Snapchat (we’re talking real clothes here for people not made out of plastic…).

To compliment this strategy, Lego also had a one day only pop-up store in London full of – get this – nothing more than a Snapchat code. No clothes, no Lego, just a snapcode which users could use to access an augmented-reality online store, with clothes displayed on Lego mannequins.


What Next for Social Shopping?


Nearly 40% of companies now use social media to generate sales, some in more creative ways than others. With increased demand for a more direct marketing and shopping experience, this number continues to rise dramatically as brands seek new ways of reinventing the customer shopping experience.


In what new, innovative ways is your company leveraging social platforms? We’d love to hear from you.


Email us your thoughts.


Image: LEGO website.