ケーススタディ

LEGO: A 7.05% Conversion Rate From Live Shopping on Its Own Store

LEGO's official online store put the video where the buying happens. A live session on its own domain converted at 7.05%, close to three times the 2 to 3% typical of ecommerce, and 94% of the shoppers who built a cart went on to checkout.

2つの重なり合う円形の肖像画。1つは眼鏡とネックレスを持つ若い男性のもので、もう1つはイヤリングと黒い上着をした女性のものです。

ライブデモを予約

一目でわかる結果

7.05%

Sales conversion on the flagship live session (buyers ÷ viewers)

~3×

Live conversion against the 2 to 3% typical of ecommerce

94%

Of live shoppers who built a cart went on to checkout

Always On

A shoppable carousel on the store between events, seen on about half of all loads

チャレンジ

ザ・チャレンジ

信頼を築く

リアルタイムインタラクション付き

AOVを改善します

ガイド付きの販売とレコメンデーションを通じて

目標

The Challenge

‍

The official LEGO online store has to serve a parent buying a first set for a toddler, a nine year old who knows exactly which NINJAGO pack they want, and an adult collector weighing a Star Wars Venator against a Botanicals build. One storefront, from pocket money buys to collector pieces.

A product grid sells that badly. A thumbnail and a piece count cannot show a set assembled, how it plays, or why the build is worth the afternoon. The video that answers those questions mostly lives on social platforms that keep the audience and the data. The store team wanted it on their own site instead.

Goals

Show sets in use rather than on a white background
Create live moments the community turns up for, hosted on the brand's own store
Lift conversion above what a static catalog page delivers
Keep viewers, carts, checkouts and the first-party data on the brand's own dom

解決策

The Solution

The store runs two layers of Terrific side by side, both on its own domain.

An Always-On Shoppable Carousel

A shoppable video carousel sits permanently in the storefront, so the catalog has a moving layer every day rather than only on event days. It is seen on roughly half of all loads and turns browsing into product clicks and carts.

Live Shopping On The Store's Own Domain

The flagship session broadcast for more than two and a half hours of hosted selling. Viewers joined, watched, added to cart and checked out without leaving the brand's site.

‍

Guided Selling Across The Whole Range

One session moved from a NINJAGO pack to a Botanicals set to a collector car. A host can carry an audience across age brackets and price tiers in a way no category page can, and the best sellers in the session spanned exactly that spread.