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For a toy company that has been around since 1932 — and which it seems has appeared in every household known to man — LEGO thought it needed to take a different approach with its rewards program.
Before 2019, the previous program was “spend to get,” says Jason Whiting, Director of the Global VIP Program at LEGO. It awarded $5 for every $100 spent, but he says the legacy program saw less than 15% of members in a two-year period redeem their points....
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