The LEGO Group has confirmed when the latest changes to the VIP discount system will come into effect in the UK and US.
Initially rolled out in Hungary in mid-June, the revision to the VIP Rewards Centre is intended to simplify the process of redeeming VIP points for discount vouchers. At the moment, LEGO fans in the UK, US and a handful of other countries must choose between a discount voucher specifically for LEGO.com or LEGO Stores when redeeming their points.
If you change your mind after the fact – and now want to spend your voucher online instead of in-store, or vice-versa – your only recourse is to contact LEGO Customer Services and hope that they’ll be able to amend your discount voucher. That overcomplication will soon be removed, however, as the LEGO Group is moving to what it’s calling an ‘omnichannel discount’.
That’s essentially a discount voucher that can be used both online and in-store, removing at least one layer of planning in spending your hard-earned VIP points. You still can’t walk into a LEGO Store or place an order at LEGO.com and automatically spend your points at checkout, but this change is at least a step in the right direction.
The new omnichannel discount is already live in Hungary, Australia, Estonia, Finland, Greece, Italy, Latvia, Lithuania, Luxemburg, New Zealand, Romania, Slovakia, Slovenia, Japan, Ireland, Switzerland, Portugal, Norway, Czech Republic, and the Netherlands. From tomorrow (July 5), it will also come to Austria, Belgium, France, Germany, Spain.
If all goes smoothly in that continued roll-out, the UK, Denmark, Poland and Sweden will be added to the list from July 12. The final batch of countries – the US, Canada and Mexico – will then receive the update on July 20.
We’re still waiting on the promised wider changes to the VIP Rewards Centre, which Global VIP Program Director Jason Whiting said in May 2021 will result in a ‘more fluid system where you don’t have to copy and paste codes… and they can be automatically applied to your account’. For now, you’ll still need to redeem your points for a code – even if it is an omnicode.
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