41mln+ shoppers can collect for the 1,5mln+  LEGO® City, LEGO® Friends, LEGO® DUPLO®, LEGO® NINJAGO® and LEGO® Creator sets with a massive discount of up to 89%! During the campaign, shoppers can build a customisable virtual LEGO® world within the special developed mobile app, connected to their purchases, with AR effects, missions and rewards. 

The retailer’s major KPI’s are increased traffic and basket size in the middle term, engagement of certain segments of the target audience, and NPS growth, while LEGO Russia extends its reach in various regions of Russia. This exclusive loyalty campaign is considered a perfect success case of the partnership among the industry leaders and collaboration of quite some vendors, a true multi-party win situation. But the real winners of the loyalty campaign are the regular shoppers at Pyaterocka; they can redeem rewards against an excellent offer.