Starting today, February 23rd LEGO.com will be running a test in the UK to help gather more info about having a minimum purchase amount for Pick A Brick orders. The minimum order value will be aligned with the price of large Pick A Brick cups in LEGO Stores (£11.99). The test is going to be visible to all shoppers in the UK. Pick A Brick is not a new online service, it’s been available for a while, this test is all about pricing and minimum orders.
There are currently two different element purchase options on LEGO.com, Pick A Brick and Bricks and Pieces. While these might appear similar the infrastructure behind each of these services is very different. From packing to shipping, Bricks and Pieces infrastructure is designed to assist with small orders to help the end-user complete a project or replace lost elements. Pick A Bricks infrastructure is quite the opposite as it was designed to fulfil large bulk orders. The one thing that was not within the structure of Pick-A-Brick was the online experience allowing small orders.
Small orders impact the internal processes, and this provides the opportunity to test a minimum order value. This can also help align the Pick A Brick experiences both online and at LEGO Branded stores.
The test will last until an appropriate sample size is generated of online Pick A Brick orders after which additional testing could be done or this process could be rolled out to additional countries. Feedback from the new experience will be an important part of this test and LEGO.com will be monitoring the situation closely.
Please provide feedback directly to LEGO Customer Support or in the comments below, which I will pass on.