How Lego uses Wish lists to prevent dead stock
Jing Liu
June 22 2023
Wishlists provide value to both retailers and shoppers, allowing smarter forecasting for retailers and improved buying experience for shoppers. They can also be used to inform customers when their desired items go on sale or comes back in stock.
Wishlists are important in the world of ecommerce as they not only provide strategic value to online retailers i.e. forecasting demand of their products, but also improve the buying experience for online shoppers without an immediate intent to buy.
LEGO allows shoppers to save items to their wishlist and even provide the option to add all items into cart at once which is convenient for shoppers and improves the overall shopping experience.
There are many other ways a wishlist can be used - minimising losses due to out-of-stock products by offering the option to save out-of-stock products to wishlist and then alerting via email or in-app notification once the product is back in stock!
Alternatively, wishlists are also a great way to inform customers when the items in their wishlist have gone on sale, enticing them back to complete their purchase.