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LEGO VIP Program Team Asking for Feedback

The updated LEGO VIP program with its voucher system hasn’t be received with much enthusiasm by the LEGO fan community. The system is perceived to be not user-friendly, and there were also lots of glitches at the introduction of the program. The LEGO VIP program team has been working on updates and improvements, and they are currently asking for feedback from the LEGO fan community. Below are the details.

Below is a list of updates and fixes that has taken place since the launch of the new LEGO VIP program. This information is more in-depth than the usual marketing communication, which can feel dismissive. The team behind the LEGO VIP program is planning to continue releasing such information and keep the channels of communication open, with the ultimate goal of improving the program for the benefit of the community.

LEGO VIP PROGRAM HOTFIX – 07/16/19: Identified and fixed a bug where some migrated LEGO VIP accounts moved to the LEGO VIP Reward Center were displaying an incorrect points balance. This had no real impact on LEGO VIP members, as the points were correctly stored at the back end, but displayed incorrectly. This confusion did result in some contacts to LEGO consumer services.

LEGO VIP PROGRAM HOTFIX – 07/17/19: Fixed a LEGO VIP digital card error that resulted in consumers not being able to add their VIP digital card to their digital wallet on iOS devices. The root cause was that the link that was meant to direct LEGO VIP members to the digital card activation process was instead leading them to an internal LEGO page. Another issue fixed this day was that shipped orders were not giving LEGO VIP members their points. This affected Australian and New Zealand consumers. The root cause was due to an error between the warehouse data connection and the LEGO VIP platform.

LEGO VIP PROGRAM HOTFIX – 07/22/19: Migrated an additional 35,000 accounts to the new LEGO VIP Rewards Center that were previously dormant. These LEGO VIP members had not used their accounts for more than 3 years. These members were impacted with some access issues to the LEGO VIP Reward Center. The migration resolved the issues for these members.

LEGO VIP PROGRAM UPDATE – 08/07/19: The LEGO Originals limited and first edition art prints were launched with three exclusive prints for LEGO VIP members to purchase from the LEGO VIP Reward Center. In addition, to celebrate the launch of the #10269 LEGO Harley Davidson Fat Boy, desktop and mobile wallpapers were released for LEGO VIP members to purchase from the LEGO VIP Reward Center.

LEGO VIP PROGRAM HOTFIX & UPDATE – 08/12/19: Fixed an issue at the Online LEGO Shop that was not correctly identifying the shoppers on the site as LEGO VIP members, resulting in these members not being able to access the early access promotion that started on the 12th of August. This was promptly identified and the issue was resolved. Also starting on this day, LEGO VIP members signing up in-store started to automatically receive an email to complete their verification and set up their LEGO VIP account online. Feedback was received from the new members that finding the option to get a replacement email was difficult. As a result, this part of the website was rearranged to make it more visible. In addition, a hyperlink was added to logged in members at the Online LEGO Shop to directly link them to the LEGO VIP Reward Center. An ad-blocker issue was also fixed, where for some LEGO VIP members with ad-blockers the LEGO VIP Reward Center was not displaying properly.

LEGO VIP PROGRAM UPDATE – 08/19/19: A new section was created for LEGO VIP members to be able to add a unique code provided by LEGO for attending certain LEGO events in the U.S. and Canada.

LEGO VIP PROGRAM HOTFIX & UPDATE – 09/10/19: Fixed a bug resulting in some U.S. based store purchases not receiving VIP points. This was identified as a data transfer issue between local stores and the LEGO VIP program database. In addition, to celebrate the launch of the #75810 LEGO Stranger Things: The Upside Down set, an exclusive Stranger Things Sketchbook was launched for LEGO VIP members to purchase with their points.

LEGO VIP PROGRAM HOTFIX – 09/27/19: Fixed an issue where in-store LEGO VIP member purchases were not showing on their account in the LEGO VIP Rewards Center.

LEGO VIP PROGRAM UPDATE – 10/08/19: LEGO VIP Points balance now shows on LEGO account pop-up.

LEGO VIP PROGRAM UPDATE – 10/30/19: An exclusive LEGO minifigure torso was released for the LEGO Towers mobile game that LEGO VIP members could purchase with their points.

LEGO VIP PROGRAM UPDATE – 11/08/19: A new reward was released tied to the LEGO Hidden Side app and theme launch. For the purchase of 200 LEGO VIP points, members could get access to the app for iOS and enter a survey for the points to be fully refunded and bonus 25 LEGO VIP points applied to their account when the survey was completed.

LEGO VIP PROGRAM UPDATE – 12/23/19: Three new digital poster downloads were released to celebrate the launch of the #21320 LEGO Ideas Dinosaur Fossils set.

LEGO VIP PROGRAM UPDATE – 01/20/20: Three new digital poster downloads were released to celebrate the launch of the #10272 LEGO Creator Old Trafford – Manchester United set.

If you haven’t visited the LEGO VIP Reward Center for a while, I do recommend checking it out. In addition if you have questions, thoughts, and feedback for the LEGO VIP program team, feel free to share them in the comment section below, and I will make sure to forward them via the LEGO Ambassador Forum on your behalf. They are eager to hear from the community both on the improvements that were already done as well as on ideas for the future. The deadline is March 20th, so we have some time to think and discuss.

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{ 18 comments… add one }
  • Martin February 4, 2020, 10:09 AM

    Frankly, they should just make it how it was before. It was so much simpler.

    • Thita (admin) February 4, 2020, 11:37 AM

      Martin, I hear ya! A lot of people say that. But it seems like that’s not going to happen, so all we can do is give feedback on how to make the new system better.

  • Patrick Wallace February 4, 2020, 11:15 AM

    For a second I was like what site am I at? I miss the old site setup, but this is what it is so I may as well get used to it. I didn’t realize there were so many problems with the VIP system.

    • Thita (admin) February 4, 2020, 11:36 AM

      Patrick, always nice to have you. We had to update as the previous theme we used was not responsive. I tried to keep the design and layout as close to the original as possible, but if you run into any issues let me know. 🙂

  • jabber-baby-wocky February 4, 2020, 12:45 PM

    They should make it so when we check out, all the options for redeeming points and what to redeem are right there. Get away from the vouchers is what I’m saying. It’s too complicated.

  • Legostuff14 February 4, 2020, 1:50 PM

    Since my Lego store is far away and I can’t get to it very often. I’ve decided to get my Lego sets at other places. It actually has been very easy for me without worrying about whether I got my VIP points or not. I guess I just did it this way or should I say the only way I know how. I know I can go online but again it seems easier this way and I don’t have to wait 7 to 10 business days for the item to show up on my doorstep.

  • Håkan February 4, 2020, 7:17 PM

    Hmmm, I just went to the Stockholm Store today to buy a new white baseplate and some BAM minifigs.

    Usually I’m too lazy to participate with feedback, though…

  • Geoff Carter February 4, 2020, 7:45 PM

    Bring back the old system or way of redeeming points. Vouchers are another unnecessary step. Vouchers have caused me to abandon my local Lego store.

  • Grim February 5, 2020, 1:52 PM

    I don’t see any problems with the VIP program. Although I was not a member until late last year. I’m curious what’s different. I think this program works fine. I buy stuff, get points, and use them when I want.

  • Håkan February 5, 2020, 8:53 PM

    It was easy to see how many points you had on your account, and you didn’t have to worry about vouchers. You just showed your card to the cashier, and if you had enough points, you would have a refund dediced.

  • Håkan Storsaeter February 5, 2020, 8:55 PM

    *a refund deducted*, I meant…

  • Erik February 5, 2020, 9:25 PM

    If we must have vouchers, then online and in-store should be combined. It causes way too much friction to figure out which way I’ll buy. My preference is to visit my store and buy if something catches my eye but if it’s sold out in store or I’m not certain until I later after I’m home, then buy online. I can no longer shop the way I prefer to because I must choose which type of voucher.

    I also think vouchers should be integrated with our Lego accounts and not separate codes that we have to keep track of.

    Overall the new program creates more friction that the previous, which was integrated and seamless.

    Lastly, digital redeemables like wallpapers seem like an insult. Digital goodies should be free as part of being in the VIP program.

    • Thita (admin) February 5, 2020, 11:12 PM

      Erik, yes, more friction. Perfectly said. And good point about the wallpapers too. I will wait a few more days before gathering all the feedback and send them over to the LEGO VIP Program team. Thanks you and everyone else for the thoughtful responses.

  • James February 5, 2020, 10:40 PM

    I liked the old site better. I could redeem points for either the store or shop online. Additionally, the items in the reward center aren’t very “rewarding”. It would be nice if we could use points to get some of the free giveaways, etc. Honestly, the reward center is pretty blah.

  • Dave March 6, 2020, 10:06 PM

    Something that wasn’t touched in here are the heaps of *technical* issues that were present on their store pages and VIP pages at launch that persisted for months afterwards. We’re talking hundreds of errors being thrown in the console on load. Mobile and tablet access remained broken for a couple months beyond that, as well. There was obviously no testing before rollout.

    They’ve lost thousands of dollars of direct sales from me as a result of the anti-consumer changes they implemented, and honestly for a while following the release I didn’t buy LEGO at all. I feel that there was zero accountability for their amateur hour implementation, and the silence that has met the multitudes of people against the changes makes me wonder if they truly care at all. Like, if the majority of the feedback they get is for them to revert (as I’ve seen on all of the sites requesting feedback), are they going to do anything at all?

    They need to roll the changes back, fire their incompetent development team, and leave what was working alone. This time maybe they can not lose all of my past purchase data in the process?

    • Thita (admin) March 6, 2020, 10:16 PM

      Dave, thanks for sharing that. Interestingly, a discussion is going on right now in the LEGO Ambassador Forum with very similar feedback. I do hope that they eventually get the message that this is just not working for the community. Money talks, and the lack of money even more so…

  • Mike July 13, 2020, 10:37 PM

    After I bought the Falcon on day 1 I hadn’t gone on Lego for a new set until the VIP changes had been implemented. I was floored by the cumbersome disaster they made of the redemption process. The only reason I paid full retail at Lego was for the points to us on expensive sets. Lego 100% knew this is what many people did and specifically set out to devalue points and add layers to make a few extra bucks. I have never thought less of them when they did this. I used what points I had and havnt purchased a set through them since. This was also after basically giving nothing to black VIP card holders after touting the upcoming years exclusive rewards for having it. I do like the limited card holder they sent but was definitely expecting more like exclusive set offers or something. Get your priorities straight Lego and I don’t mean only “share holder value”

    • Thita (admin) July 14, 2020, 11:41 AM

      Mike, thanks for sharing. Yes, your feelings about this echo what others have been sharing. There are updates coming however, so I hope there will be more positive. And just a minor detail; LEGO is a family-owned company. It doesn’t have shareholders. Which of course means that they really should and could make the VIP Program more favorable! 🙂

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