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LEGO VIP vs. Loyalty Card

A Member of LEGO Company's staff drops in here from time to time to answer questions from LEGO fans like you.

LEGO VIP vs. Loyalty Card

Postby Draykov » Tue Nov 10, 2009 1:22 pm

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Frequently Asked Questions

How can I join the LEGO VIP Program?

To join the LEGO VIP Program, visit your nearest LEGO Store and see a LEGO Store Associate to pick up a card. To complete your registration, you must go online to VIP.LEGO.com and submit your member profile. You can find a complete list of LEGO Stores at stores.LEGO.com

How do I collect points with my LEGO VIP Card?

When you are ready to make a purchase at the LEGO Store, hand your VIP Card to the cashier. Your points will be instantly added to your card as a part of your purchase transaction, and you can view the points you’ve earned at the bottom of your receipt.

What about my current paper loyalty card?

If you own a loyalty card with valid stamps on it, just bring it in store and exchange it for a new LEGO VIP Card. We will transfer all of your spend amount across so you won’t lose out, plus we’ll still give you the 25 bonus points for signing up.

How do I check my points balance?

There’s a points statement at the bottom of your receipt, which will tell you how many points you have earned on that transaction, and what your current total balance is. You can check your balance by visiting VIP.LEGO.com and selecting the ‘My VIP’ tab.

How do I add family members to my LEGO VIP Membership?

If a family member is over 13 years old and resides at the same postal address, you can add them to your LEGO VIP Account. To do this, your family member must first join up in store and collect their own unique LEGO VIP Card. They can then ask a Store associate to create a ‘shared membership’. If you already have both cards, you can also create the shared membership by contacting our Consumer Services department. It is important to note that all members within a Shared Membership can earn and redeem points from the same points account. LEGO is not responsible for any points redeemed without shared member approval.

What happens if I need to return items to the LEGO Store?

If you return the item with your receipt you can exchange it for another product or refund. We will require your VIP Card to adjust the balance accordingly. For more information on the LEGO Store return policy, please consult your purchase receipt or a Store Associate.

What if I change my address?

If you move, please let us know! You can email our Customer Services Department, and include your old address, new address and VIP Card number.

What if I have lost my LEGO VIP Card?

If your card is lost or stolen, please contact a LEGO Store Associate for a replacement card. The lost card will be deactivated and your points balance will be transferred across to the new card. LEGO is not responsible for any points redeemed on a lost or stolen card.

Do my points ever expire?

Yes, if your card is left inactive for a consecutive period of 24 months, we will reset your points balance. Before this happens, LEGO will notify you via email.

Dray's question: Is this VIP program meant to take the place of the existing loyalty card program?
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Re: LEGO VIP vs. Loyalty Card

Postby Jargon » Tue Nov 10, 2009 1:43 pm

Yes it is. If you bring in your loyalty card, they will convert your stamps to VIP points.
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Re: LEGO VIP vs. Loyalty Card

Postby meeotch » Tue Nov 10, 2009 1:55 pm

I'm guessing so. And I bet one of the top reasons it's implemented is because on the old system, I bet people would spend boatloads of money, fill up stamp cards, then return the product and keep the stamps. By associating an electronic "stamps" card with the transaction, the rewards can just be deducted automatically, even without the card, even though they say to bring it in.
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Re: LEGO VIP vs. Loyalty Card

Postby liquidcross » Tue Nov 10, 2009 2:27 pm

Can you use this for S@H, or only in stores?
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Re: LEGO VIP vs. Loyalty Card

Postby bigospedros » Tue Nov 10, 2009 2:38 pm

For some reason, the posting about this scheme on this site and Brothers Brick etc seem to miss off a few questions in the FAQ. The full FAQ is here : http://shop.lego.com/Vip/Faq/

Note the last question ...

Can I earn VIP Points for shopping online at shop.LEGO.com?

Not at the moment. LEGO VIP is currently only available in LEGO Stores, but we plan to launch the program for orders placed though the online store, catalogue and phone orders in the near future.


So there ya go.

My thoughts on this scheme are mixed ... on the downside, with the VIP scheme you have to spend more to get the same reward. i.e. with the Loyalty Card stamp scheme, you'd need to spend £270 to get £20 back in vouchers whereas with the VIP scheme you'll need to spend £400 to get £20 back!

On the upside, as it's now a points scheme, Lego can do bonus points offers to boost your points - rather like they did in the first few weeks where you got 50 bonus points for signing up. Also, once this scheme works for S@H too, then it will be a real bonus.
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Re: LEGO VIP vs. Loyalty Card

Postby Draykov » Tue Nov 10, 2009 2:45 pm

meeotch wrote:I'm guessing so. And I bet one of the top reasons it's implemented is because on the old system, I bet people would spend boatloads of money, fill up stamp cards, then return the product and keep the stamps. By associating an electronic "stamps" card with the transaction, the rewards can just be deducted automatically, even without the card, even though they say to bring it in.


I thought the same thing. Jerks...they ruin it for everyone.

Thanks for the addendum to the FAQ, Biggy.
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Re: LEGO VIP vs. Loyalty Card

Postby buhs » Tue Nov 10, 2009 3:38 pm

No LEGO Stores in Canada = No LEGO VIP program for me. Hope this comes to S@H soon. :(
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Re: LEGO VIP vs. Loyalty Card

Postby BrickSith206 » Wed Nov 11, 2009 9:54 am

LEGO wrote:

Can I earn VIP Points for shopping online at shop.LEGO.com?

Not at the moment. LEGO VIP is currently only available in LEGO Stores, but we plan to launch the program for orders placed though the online store, catalogue and phone orders in the near future.


I've heard January 1 as the date for VIP use on S&H. Take that with a grain of salt, as anyone in the US can attest that the VIP program did not get the best launch and was delayed... due to some kind of computer system issues.

I think if they expanded the program to include ALL Lego purchases regardless of where you made them(you'd have to submit a copy of a receipt or something and maybe they'd only give you half the points as opposed to if you had bought it in a Branded store), now that would cool.
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Re: LEGO VIP vs. Loyalty Card

Postby GIR3691 » Wed Nov 11, 2009 10:00 am

I am really looking forward to having an online rewards program. Saves time and gas.
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Re: LEGO VIP vs. Loyalty Card

Postby onions » Wed Nov 11, 2009 11:04 am

BrickSith206 wrote:I think if they expanded the program to include ALL Lego purchases regardless of where you made them(you'd have to submit a copy of a receipt or something and maybe they'd only give you half the points as opposed to if you had bought it in a Branded store), now that would cool.


never gonna happen. what's to stop someone from buying from another store, coming in to get the points, then returning the sets, then rebuying them to loop through the process infinitely?
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Re: LEGO VIP vs. Loyalty Card

Postby BrickSith206 » Wed Nov 11, 2009 11:52 am

onions wrote:
BrickSith206 wrote:I think if they expanded the program to include ALL Lego purchases regardless of where you made them(you'd have to submit a copy of a receipt or something and maybe they'd only give you half the points as opposed to if you had bought it in a Branded store), now that would cool.


never gonna happen. what's to stop someone from buying from another store, coming in to get the points, then returning the sets, then rebuying them to loop through the process infinitely?


"People that claim that things will never happen often end up looking foolish."

RFID tagging will eliminate the problem. Since just about all logistics and distribution companies are already using RFID tagging (not to mention LEGO was forced into using RFID for it's own shipments) for palletized shipments it IS only a matter of time before each barcode (for all products) become an RFID code, and each individual box will be identified by it's unique code. Loss-Prevention specialists will rejoice with glee. Of course, this is a few years out.

Currently the information that the VIP program will relate back to the analysts will be more than enough to identify someone who engages in such a practice. For example if someone racks up 100,000 points, it's going to get noticed, or could set off a trigger. It's really just a way for them to track your purchases for target-specific marketing. Kind of like when you buy LEGO on Amazon and get their emails: "we saw you purchased x toy, and may be interested in y and z also."

In the interim, it could be done old school...like when you used to mail off the UPC/Barcode from a box to get a rebate, thus nullifying your ability to return the product.

So, what was the problem again?
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Re: LEGO VIP vs. Loyalty Card

Postby Turkguy19 » Wed Nov 11, 2009 2:08 pm

RFID tags still need to be scanned by a machine in order to be read. You would still have to be in proximity of that scanner to have the tag scanned. to put a unique code for every single set would be a massive undertaking, and not worth it to LEGO. Also, it doesn't eliminate the problem Onions proposed. You sir, are an idiot.
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Re: LEGO VIP vs. Loyalty Card

Postby ThinkingImpaired » Wed Nov 11, 2009 7:33 pm

Turkguy19 wrote:You sir, are an idiot.


Wow, life issues or what? I'd like to see you say stuff like that in real life.
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Re: LEGO VIP vs. Loyalty Card

Postby Turkguy19 » Wed Nov 11, 2009 7:50 pm

ThinkingImpaired wrote:
Turkguy19 wrote:You sir, are an idiot.


Wow, life issues or what? I'd like to see you say stuff like that in real life.


You sir, are a bigger idiot.
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Re: LEGO VIP vs. Loyalty Card

Postby Draykov » Wed Nov 11, 2009 8:43 pm

Play nice.

The Code of Conduct outlines this basic concept: Respect others, respect the community, and have fun.
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Re: LEGO VIP vs. Loyalty Card

Postby Turkguy19 » Wed Nov 11, 2009 8:45 pm

no one actually reads that ;)
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Re: LEGO VIP vs. Loyalty Card

Postby dWhisper » Thu Nov 12, 2009 4:10 pm

Sure they do, otherwise my banning-sense starts to tingle. To be fair, I sometimes ban for the fun of it.

And Ace is right on the fact that it would never be extended. It doesn't make sense for either party to participate in a program that would pull direct revenue away for 2nd party payback. For Lego, there's more profit in selling through their stores, website, and catalog. The loyalty program is a kickback for that extra slice of money. However, they do higher volume selling to Walmart, tru, and other retailers, so making less and also selling more makes sense. They have a tight rope to walk keeping both busineses happy. By extending rewards to non-Lego retail purchases, they're giving a kickback on lower margin. More than that, the reward is only good for Lego retail, which means you're taking sales away from partners, which is bad for everyone. That's a much bigger concernn than the small percentage of people who would cheat the system. That's channel management in sales lingo, and the idea is to not bite the hand that feeds you.
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Re: LEGO VIP vs. Loyalty Card

Postby Solo » Thu Nov 12, 2009 10:39 pm

I've checked in the Ambassadors forum about this, not official word yet on what's happening with the previous loyalty card system. Draykov, you are awesome for posting this.
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Re: LEGO VIP vs. Loyalty Card

Postby onions » Fri Nov 13, 2009 11:05 am

isn't the previous system completely going away?
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Re: LEGO VIP vs. Loyalty Card

Postby ccandgc » Fri Nov 13, 2009 11:12 am

at my last visit to a Lego store, I gave the girl my old stamp card and she "converted" it to the new system..... :S I think I got ripped off! LOL! And the 25 extra points have yet to show up on my account.....hmmm.....
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