LEGO makes enhanced Product Stories freely available via Icecat for all of its authorized retailers in Benelux, the DACH region, the United Kingdom, and Italy. These Product Stories contain a selection of multimedia digital assets. For example, video, feature logos and explanations, 3D objects, and an image gallery. See, for example, the video below.
LEGO Product Stories create a better online shopping experience with this enhanced product content. Because by integrating the LEGO Product Stories, online visitors start to get close to the feeling of holding the actual box in their hands.
Product Stories have a responsive design. The Icecat LIVE interface adapts automatically to different product devices such as tablets, smartphones, and laptops.
Icecat sees an increment in the supply of enhanced Product Stories on the brand side. And on the retail side, rapid adoption of this enhanced content happens. Such enhanced product content gives a great e-commerce experience to consumers. And, therefore we expect an increase in the conversation rate of online shoppers.Rene Rozendal, Director of Toys at Icecat
Icecat sees an increment in the supply of enhanced Product Stories on the brand side. And on the retail side, rapid adoption of this enhanced content happens. Such enhanced product content gives a great e-commerce experience to consumers. And, therefore we expect an increase in the conversation rate of online shoppers.
Unsurprisingly, the adoption of Product Stories is increasing rapidly. We expect that within a few months the majority of LEGO authorized resellers will be onboarded. Who did it already? Benelux examples are FUN and Bricksdirect, who just did it within a few hours.
Icecat pushes the Product Stories to Google MfC as well, given that Icecat is an authorized Integration Service Provider for Google Manufacturer Center (MfC). In return, Google MfC provides LEGO with valuable insights into its brand performance in search and shopping.
Do you need help or want more information about LEGO’s enhanced Product Stores? Then, please register here or contact the Icecat toy team directly.
Read further: News, content, enhanced content, increase conversion, lego, product story, toys, toys industry
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