LEGO® Club
Fewer returns, more satisfied customers
In Germany, Austria and Switzerland alone, 700,000 children are LEGO® Club members. The LEGO® Group stays in close contact with its target group. AZ Direct helps the LEGO® Group to communicate with these fans.
TASK
- Reduction of magazine returns caused by incorrect address data.
- Acquisition of new Club members.
CONCEPT
- Professional address cleansing and categorization.
- Advertising for the LEGO® Club using brochures and packages in direct contact.
RESULT
- LEGO® Club reduces number of returns and thus cuts costs through professional data administration.
- Customer satisfaction is increased through improved delivery services.
- Direct advertising also attracts more attention.
Customer Solution
LEGO® Club
- LEGO® Club has some four million members worldwide, with approx. 700.000 in Central Europe. Children between the ages of four and twelve constitute the primary target group.
- Means of communication: direct mailouts, e-mail newsletters, website.
- Delivery of LEGO® Club's free magazine with personalized accompanying letters.
- Starting in 2010, younger members up to six years of age have begun receiving the LEGO® Club Junior Magazine.