Technlogy is just part of the mix in LEGO Stores

LEGO Stores have to use technology in a way that staff can support, according to the LEGO Group’s Global Retail Innovation head.

At the annual conference, NRF 2020: Retail’s Big Show, the LEGO Group’s Head of Global Retail Innovation, Martin Urrutia Islas, has talked about using technology in the retail space. He explained at the event that technology alone cannot provide satisfying customer experiences.

“You can have the best technology in the world but if it’s not supported by customer service and engagement, it will fall short,” Essential Retail reports him as saying. ““It’s essential to define the role and purpose of technology in the retail space. A lot of technology is really cool and interesting but if it doesn’t have a defined role and place, it serves no purpose.”


Over the past few years, new innovations have come to LEGO Stores – the Mosaic Maker and Minifigure Factory are two experiences that can only be found in the brand shops. Digital banners running around the top of the shelves are another recent addition to the template.

According to the innovation leader though, these must all be in service of a broader mission: “We want to add new experiences that will activate multiple senses for our customers when visiting a LEGO store. Our new innovations build on traditions with modern twists.”

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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