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We recently did a customer mapping exercise with our lottery

players. Some had purchased on our digital channel and others

had purchased at retail. The results were the opposite of what

we expected. In the digital channel, we thought that once the

registration process was completed, the purchase piece would

be simple. And at retail we expected our customers to think

that the purchase process is cumbersome because you have se-

lection slips and all the rest of it. What our customers told us is

they had much greater satisfaction with the retail purchase than

the digital purchase. We got the same surprise on our custom-

ers’ reaction to validation and payment. Customers felt it was

a hassle to get paid at retail, to check your ticket to see if you

won and then find a retail outlet to get paid. But on the digital

channel, customers had a high level of satisfaction because they

didn’t have to do anything. They got a push notification saying

they’d won a prize and the prize was already transferred into

their e-wallet if it was below a certain threshold. So we were

surprised about how real people behave in the real world—it’s

not always what you would expect.

David Barden:

New Mexico is a smaller lottery. When I ar-

rived in 2013, we had 13,000 players registered for a rewards

program that didn’t exist. We’re up to 51,000 people now for a

rewards program that applies to our $1, $2, and $3 tickets. So

we are collecting information for the first time. It’s been esti-

mated that the average person picks up their cellphone about

200 times a day. In my state, when they pick up their phone

they’re not getting anything from the lottery and that has to

change. We’re getting ready to come out with a mobile app

that’s going to be pretty aggressive. You’re going to be able to

do your purchase on your phone, walk in, scan it under our

photon terminal, print the ticket, and pay at retail. It will store

all your vital information. So each time you come in, if you

have your lucky numbers you don’t have to go through the

whole process.

We recently did a customer mapping

exercise with our lottery players.

Some had purchased on our digital

channel and others had purchased

at retail. The results were the opposite

of what we expected.

—Kevin Gass