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// PUBLIC GAMING INTERNATIONAL // July/August 2016
Gary Gonder:
All the major brands realize that we live in a cashless society. Customers
are always on the move and they want seamless interaction across platforms, devices, and
channels. Brand managers are looking for ways to build models and make sense of all the
factors that influence consumer behavior. One of those models is called Customer Journey
Mapping. In Missouri, we’ve identified more than a hundred branding touch-points, and
messaging that traverses across sixteen different media. We’ve learned that all customers
move through a continuum from awareness to consideration, conversation, and loyalty. How
important is Customer Journey Mapping, how might lotteries use it to build a relationship
with our players, and how might it be used to influence players to go to the retail stores and
buy lottery products?
Bill Thorburn:
Without online registration, the player remains anonymous to the opera-
tors. In that context, you rely heavily on retailers to map the in-store journey of the cus-
tomer, but you don’t know much about what happens outside the store. In Australia, we’ve
had registration programs for 30 years and internet-based registration programs for 15 years.
We’re in the fortunate position where more than 50% of our sales revenue is currently from
registered players. That provides the platform for us to build interactive relationships with
3.4 million players.
The concept of customer journey reminds me of another concept from the 1980s called the
“moment of truth.” I think of “mapping” as a more modern execution of that. We just now
think of that “moment” as being whenever the audience interacts with us. It’s all about develop-
ing the kind of interactive relationship that yields feedback from your players and the channel
for messaging and communication with your players. Some of those interactions represent a
friction point where we learn about an unsatisfactory experience. That is useful information that
guides our efforts towards continuous improvement. “Permission points” are another part of the
player journey—this is where our interaction with the player results in their sharing of informa-
tion to reinforce the kind of personal relationship that we want to create.
Kevin Gass:
First, I would submit that the distinctions between outside-the-store, inside-
the-store, and countless other consumer touch-points are becoming more and more blurred.
Convergence is happening in these spaces just as it is between digital and brick-and-mortar.
Following is an edited synopsis of the panel discussion held at PGRI SMART-Tech on April 7 in New York. You can view a video
of the complete presentation at
www.PGRItalks.com. Edited by Paul Jason, PGRI.
RETAIL OPTIMIZATION:
THE OUTSIDE-THE-STORE CONSUMER
EXPERIENCE
How can Lottery optimize
its entire eco-system of
consumer touch-points
(advertising, store POS,
digital and social
connections, etc.) toward
the goal of creating a
relationship with the
consumer? How can
Lottery do more to leverage
its online connection
to millions of consumers?
How can Lottery do more
to build loyalty and engage-
ment by getting players
to register, and to use its
websites and social media
connection to drive traffic
to retail? How can Lottery
leverage all of these
activities into heightened
retailer motivation and
Lottery sales?
Moderator:
Gary Gonder,
Chief Branding Officer,
Missouri Lottery
Panelists:
David Barden,
Executive Director,
New Mexico Lottery
Kevin Gass,
Vice President,
Lottery Gaming,
BCLC (British Columbia)
Bill Thorburn,
Group Executive
—Lotteries (International),
Tatts Group Limited
Without online registration, the player remains
anonymous to the operators.
—Bill Thorburn