Seeking to streamline, coordinate and automate communications between its Enfield, Conn. headquarters and the sales floor, LEGO has deployed Retail Zipline across its 90+ North American stores. The platform is designed to handle all store-level communication, so managers and employees alike can instantly relay messages related to marketing, merchandising and visual presentation, HR, finance, IT and safety updates.
“We wanted to shape our employee experience, so we use Retail Zipline solely as a communication platform into our stores, not as a platform for assigning tasks or workload accounting,” said Michael Cass, Senior Store Communications Manager at LEGO in an interview with Retail TouchPoints. “Each store is equipped with an account for the Store Manager, Assistant Store Manager and store account, which is accessed by store Supervisors.”
By giving store management teams another communication outlet, LEGO wanted to provide greater clarity on day-to-day tasks, which can save store employees’ time and enable them to focus on improving the in-store experience. In particular, LEGO leverages a daily emails option within the platform to inform individual store teams about what they need to know for the day. The HQ team also can target specific stores with information that may not be as relevant to other stores.
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LEGO also delivers a “What’s Happening In Store” feature to store accounts, detailing the events occurring in individual stores and whether they are starting, ending or ongoing. For example, HQ can remind employees in its Mall of America store that a back-to-school sale will launch later that week, or highlight that a new visual experience is starting that day.
“Experiential retail has always been a priority for us in our stores, but the focus has always been on store guests,” Cass said. “We also wanted to include our store employees in a ‘behind-the-scenes’ experience that would create more value for them. Our belief is that streamlining communications with speed and easy access inspires and empowers our store associates to be more engaging and responsive to our guests, so everyone wins.”
