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New LEGO VIP Program Questions & Answers

The recent rollout of the updated LEGO VIP program (see: New LEGO VIP Awards Center Now Live!) has been having several technical hiccups as well changes that LEGO fans are not too happy about. The team behind the LEGO VIP program responded to many of the questions and concerns, and prepared the following message, and they also answered many of the questions by the community. Read below.

I acknowledge that there have been some challenges with the rollout and we are working to address those challenges as quickly as possible. However, these first steps were needed to put us on the right path to delivering a program that provides more value. The new support systems will allow us to better respond to your input and expand the benefits/rewards that the LEGO VIP program can offer all of our members regardless of where they are, what they buy, or where their passion lie. Thanks you again for your questions and feedback. Play Well! – Global VIP Program Director

QUESTION ABOUT SPLITTING LEGO VIP ACCOUNTS: Many LEGO fans have family accounts with several family members tied to the same account number. Now these accounts are separated out. Do those with family accounts need to call customer service to sort out how their points are split? – There were a number of issues that made it impossible to move linked accounts onto the new platform. This meant we had to split these accounts. All points that were shared have been distributed evenly across the linked accounts so there is no further action required. We are exploring ways to share points across accounts and look to roll out this feature in the near future.

QUESTION ABOUT TRANSFERRING COUPON CODES: Once VIP Points are redeemed, can the coupon code be give to someone else as a gift? – Currently, coupon codes may only be redeemed by the LEGO VIP program member to whom the coupon code was issued. We are exploring ways to share points across accounts and look to roll out this feature in the near future.

QUESTION ABOUT VOUCHER EXPIRY: It is stated at the new LEGO VIP Reward Center that points converted to discount codes can be used for 30 days. What happens if someone gets a code and ends up not making a purchase and applying the discount code within 30 days? Are the points added back to the account, or are they lost? – Once points are converted, they need to be used within the validity window. If a code expires, the value will be lost. Online vouchers are delivered instantaneously and via email. In store, discounts are applied to your account in near real-time. You can redeem on your mobile device while in store, and it will be ready waiting for you as you checkout.

QUESTION ABOUT EXPIRY EXTENSION: Has there been discussion to extend the voucher expiry from 30 days to something longer? – We are currently discussing the options. There are a number of complications with extending the discounts once redeemed. We will continue the discussions and let you know of any changes.

QUESTION ABOUT BAD TRANSLATIONS: The new LEGO VIP Rewards Center has very bad and confusing translation in non-English speaking countries. It looks like Google Translate was used without any editing by a native speaker. When will this be fixed? – We will give feedback to the translation team and look to have it resolved.

QUESTION ABOUT USING VIP POINTS IN STORE: Why do we have to download a voucher when shopping at a LEGO store? Why can’t we redeem our points at checkout like before? – The new system requires you to choose where you want to redeem your points. There are a number of reasons for this, including some requirements to support the future expansion of the program. Now that the new system is in place, teams are working on ways to make the process easier.

QUESTION ABOUT USING VOUCHERS IN STORE: Do we have to print out vouchers from our computer to use them in a store? If not, what if someone doesn’t own a smartphone to redeem points? – Currently, when you request points to be converted into an in-store discount, this discount is applied to your account and will be waiting for you in the store. You just need to provide your card at checkout and the store associate will apply the discount on your purchase the same as in the old program. The difference is you need to request the redemption first. The same applies to phone orders as well.

QUESTION ABOUT REWARD ITEMS: Are we guaranteed to receive the reward item we redeemed at the LEGO VIP Rewards Center? – Reward items will be provided on a first-come, first-served basis, and may be subject to availability, so once a reward item has sold out, it may no longer be available. The LEGO VIP team reserves the right to substitute a reward item of comparable or greater value, in its sole discretion.

QUESTION ABOUT USING VIP POINTS ONLINE: Can we go to the online shop, buy something and just select how many points we want to use and pay with points (partly or wholly) like before? – Not at this time. You must first choose what you would like to redeem points for. We will continue working to streamline the process in the new system.

QUESTION ABOUT USING MULTIPLE VOUCHERS: Can we use more than one voucher at a time? – Yes, you can use more than one discount voucher at a time. However, currently you cannot use more than one promotional code for physical rewards.

QUESTION ABOUT USING VOUCHERS IN LC STORES: Can these points be redeemed at LEGO Certified Stores? – Not as of today, but more to come on this.

QUESTION ABOUT AFOL SHOPPING DAYS: Is the LEGO VIP card still needed for AFOL Shopping Days? – Cards will still work as they do today for AFOL Shopping Days. As we transition to digital cards, the members of AFOL communities will receive a special version of the digital card that they can show in stores.

QUESTION ABOUT MISSING PURCHASE HISTORY: Since the new VIP Rewards Center went live, we can no longer see our purchase history. Some of us like to have this information for reference. Is our purchase history now gone? – The purchase history still exists but is now in a legacy system. I will discuss with the developers if we can provide some visibility to this.

QUESTION ABOUT MISSING WANTED LISTS: Wanted lists have completely disappeared since the new VIP Rewards Center went live. Will they return? – I believe the team responsible for this is looking into the issue.

QUESTION ABOUT POINTS IN OTHER COUNTRIES: Can we redeem our points when traveling to other countries? And can we earn points in other countries and redeem them at home? – While a member can earn points in all eligible LEGO stores, LEGO Certified Stores and at the Online LEGO Shop, the points may only be redeemed in the member’s country of residence. Please note that the LEGO Group considers it a misuse of the program for a member to seek to manipulate the program to the member’s advantage by earning points in one country and redeeming them in a different country. Occasional purchases such as this are permissible, but a pattern of such activity may result in termination of the member’s LEGO VIP account and a deletion of their points.

I hope these answers from the LEGO VIP team director answered your questions and concerns. If not, feel free to share them in the comment section below, and I will forward them to the LEGO VIP team via the LEGO Ambassador Network. There are extensive discussions there about the new program, so we should be able to get answers.

And you might also like to check out the following related posts:

{ 31 comments… add one }
  • Hayato July 26, 2019, 10:13 AM

    Thanks for this. I was wondering if it was just me thinking that this program is too complicated. I like the news ways to earn and redeem points, but it’s so confusing that you have to get a voucher before going to the store. Yes, you can get the voucher in the store too, but wifi can be spotty where we are.

  • Martin July 26, 2019, 10:48 AM

    The fact that they have to answer so many questions about the program is a sign that it’s too complicated. I rather have the old program back with its simplicity.

    • TomTom July 26, 2019, 11:34 AM

      I can’t agree more. If it takes pages and pages and interviews and q&a to explain a loyalty program than something is wrong. Why having to deal with vouchers? Why the expiry date for vouchers? Why can’t we just use our points directly from the online shop or at stores? All this for the option of redeeming some coloring book pages (which were free before, I might add), and a few small sets. I’m not happy at all.

  • Ronny Nussbaum July 26, 2019, 11:10 AM

    This new program is the worst thing that ever happened to the VIP program. Holy crap.

  • Legostuff14 July 26, 2019, 12:14 PM

    I agree, it’s the worst thing that Lego can do to their customers. The fact that after you get you’re voucher and if you decide not to use it and after 30 days you lose it both voucher and your points. So, I guess the best bet is two things one, make sure that the item you want is in the store and two, only get the voucher if you are definitely going to use it that day.

    • admin July 26, 2019, 5:28 PM

      LEGO just announced through the Ambassador Network that they extended the expiry to 60 days. I’m not as familiar with how things work in LEGO stores as there isn’t one near me, but if they are out of stock of an item couldn’t you have them hold it for you or even ship it to you when it’s back in stock? I remember reading they had some procedures like that.

      Also, you can use the same voucher code over the phone, so if they have something out of stock at the store, they can still ship it to you. The thing is that the minimum shipping will have to be met to get free shipping over the phone, but they will likely wave that if you say that your store was out of stock. Those may be some options.

  • Håkan July 26, 2019, 4:10 PM

    Hmmm, apparently I cannot use the VIP Points in Copenhagen anymore, but must plan beforehand on when to use them in Stockholm…

    • admin July 26, 2019, 5:22 PM

      Yeah, there has been a lot of complaints about that…

  • Legostuff14 July 26, 2019, 6:18 PM

    Yeah I talked to one of the customer service people , and they say that Lego is still working out the glitches in the program. After all its still new and probably needs a lot of work and / or fixer uppers in the program. I kinda have a feeling that Lego is probably going to lose some customers for a while because it’s all new and confusing. Time will tell. Also we are creatures of habit and we don’t like changes . Just another adjustment to make in life. Lol!

    • admin July 26, 2019, 11:05 PM

      One of the issues is that the new system is outsourced to a third party. It is no longer managed by LEGO directly. Whenever there is integration like this, issues are almost inevitable. They are working on it though. And yes, they will probably loose some customers, at least temporarily. It all depends on how fast they can work out the problems with the new system. I wouldn’t be surprised if their direct sales dip for a few months.

  • Mike T-Bricker July 26, 2019, 9:14 PM

    Lego, this is a crying shame what you are doing to your loyal customers. This is a ploy to not have to give away as much reward points. You basically made your points, gift cards. You know, gift cards, those things people only use about 75 percent of the time and lose out on the rest of the reward card. And to say it’s not complicated is just dumb. You make 5 dollars into 650 points? Gimme a break. Like a little kid can figure that out. No casual shopper will understand that or redeem their points, thus you not giving away free reward money. Bring back the old system. You look foolish.

    • admin July 26, 2019, 11:03 PM

      Mike, a lot of people share your sentiment, and LEGO is very well aware of it. The new system was introduced for several reasons, and they are committed to making it work. I know it looks bad now, but give it a bit of time. If it doesn’t work at all, I’m sure they will make some changes. They already changed the expiry date from 30 days to 60 days just this morning due to all the feedback. So keep communicating and sharing your experiences and opinion. They are listening.

  • Matt Koziel July 26, 2019, 10:35 PM

    The above states, “Online vouchers are delivered instantaneously and via email. In store, discounts are applied to your account in near real-time.”

    But the VIP FAQ states, “VIP Coupon codes will typically automatically be issued within 24 hours after your rewards redemption.”

    This is confusing and may just keep me from making any impulse buys in-store.

    • admin July 26, 2019, 10:59 PM

      Matt, my guess is that they added the longer timeframe to cover any possibilities of outages and hick-ups. This can especially happen now, during the beginning stages when they are trying to integrate all the moving components of the new process. The plan is to have the vouchers delivered instantaneously as much as possible. But this may take some time to actually achieve. I have heard from people who have redeemed vouchers already that it is currently anywhere between a few minutes to a few hours.

      Please note that for earning points, you don’t need to do anything besides providing your VIP info (card, email, or name at the register). For redeeming points via the vouchers, employees at the register should be able to help. I was told that the vouchers can be redeemed without much of an issue, but it may take a few minutes until it can be applied to the transaction.

      I know this is all a headache, and I don’t like the new system either. LEGO has been getting tons of complaints about it. They are very aware that they are going to have to iron out the kinks. But they are sticking with the new system and the only way is to move forward.

  • Tapisbis July 27, 2019, 12:27 AM

    I’m waiting to see what the improvements might be in the new program, but for the moment it looks like a HUGE step backwards. I’m struggling to see anything better in what they are offering. That said, now I feel like I kind of want an all blue LEGO king minifigure.

    • admin July 27, 2019, 1:21 AM

      Funny you mentioned that! I’m hoping for a chrome-blue VIP minifig, just like they did chrome-red in the past. And least something good may come out of this VIP mess. They owe it to us. 😀

      • Håkan July 27, 2019, 4:36 AM

        Is the Chrome Blue still an active color? I figured it had been culled.

        • admin July 27, 2019, 8:06 PM

          No, but chrome-red is not an active color either, yet they released chrome-red VIP minifig keychains a few years ago. So, I guess for special items they can still chrome. I’m just hoping. 🙂

  • Christopher McMahon July 27, 2019, 12:54 PM

    This whole thing seems like a cockamany scheme to require points be turned into vouchers so that they then expire and The Lego Group can then remove the liability from their books.

    I can think of no benefit to the customer for that part of the system.

  • supermario July 27, 2019, 8:54 PM

    Please, just bring back the old vip program. It’s clear nobody wants this mess.

  • M Moreno July 28, 2019, 10:19 AM

    Reason I stopped buying any Legos at Toys’r’Us is because their rewards program was too hard to use and redeem points. Kept losing the points. I liked the old Lego rewards system ease of use. Will probably be buying fewer sets as result of new system

  • Pleasant Boswell August 3, 2019, 4:25 PM

    One of the points I redeemed ($20) for online or in store does not even have a code to use. 😐
    I redeemed it July 24th.
    This sucks.

    • admin August 3, 2019, 6:31 PM

      Give them a call. They know the issues and will work with you to make sure you can redeem your points. I know it’s a hassle, but don’t let your points just disappear.

  • Håkan August 7, 2019, 7:24 PM

    There’s a new official response list up now on Brickset.


    • admin August 7, 2019, 10:30 PM

      Yes, I read that this morning… and the comments. Seems like a lot of people are still having problems and the community is definitely not happy. The same is echoed on the Ambassador Forum. I do hope they can work out the kinks, because the new program does have some benefits. But if it is too cumbersome, people will just stop using it.

  • Peter Bricknell February 19, 2020, 8:52 AM

    I must say the whole new system sucks. a 30 or 60 day redemption window is useless compared to other reputable retail brands. If your code expires – why can it not go back to your account?

    It’s a complicated system to decide what you want to buy, login to the rewards centre, then book the reward, wait for the email, go back on the shopping site, and then redeem them.

    When you do redeem a reward, you don’t even know what value it is worth. I booked two rewards, got two emails with redemption codes, and no indication of the value.
    This is appalling customer service.

    • Thita (admin) February 19, 2020, 9:19 AM

      Peter, yes, those are the main complaints people have against the new system. I do wish that they go back to the old one. It wasn’t perfect, but at least it worked seamlessly. Unfortunately, it’s unlikely that’s going to happen. 🙁

  • Jeremy September 15, 2020, 9:47 PM

    Anybody know if there is a way to redeem VIP vouchers and gift cards on the same transaction online? Currently I am unable to find a way to do this.

  • M November 21, 2020, 12:45 PM

    I redeemed my points, expecting to get a code to use online, but the email says it’s only ready to redeem in the store or by phone. I don’t even have a store in my state and currently been on hold for customer service for 30 minutes. How do I transfer my redeemed points to a code to use toward online purchase?

    • Thita (admin) November 21, 2020, 10:43 PM

      Were you able to talk with customer service? That is the best way to handle this. Yes, currently waiting times are around half an hour. I found that chat is faster via their website. They will reimburse you your points, and then you will have to go back to the VIP Members page and redeem the correct points for online orders. I went through the same thing just a couple of weeks ago when I redeemed my points. If you have any other issues just let me know.

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