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LEGO: Success from a customer-centric strategy

For Lego, the customer focus is the key to the brand's success. The relentless
effort to connect and communicate with customers is demonstrated by Lego in
its continuous product development, as well as increasing the level of
promotion, whether locally or globally.
Always connected with customer
At Lego, marketing team usually contact with a group of users to ask them
about some new products: Do they like the colour? How do they feel about the
latest adverstising strategy? This is not only a way of marketing, but also
showing the care of Lego to the relationship with the customer–which is the
mission of the company. Beside of that, GSK Communications Director, added
that instead of relying on a standard measurement, we can use ratings on e-
commerce sites or reviews from social media, their effectiveness are as well as
many other analysis tools.
Quick adaptation to market changes
When the company released the Lego Super Mario game recently, its marketing
department has been flexible in solving social isolation and adapting to the
drastically changing retail landscape. In the early summer, the company also
launched the campaign ‘Let's Build Together’ for a few weeks to send messages
of support to customers at difficult times. The ability of quick response is
something companies should focus on promoting. To adapt, you have to think
about how you organize the company, because it needs 100% people's
dedication to a particular project or goal.