Public Gaming July/August 2016

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July/August 2016 // PUBLIC GAMING INTERNATIONAL // 53
that really works is that we have to be more willing to invest. For example, in
Ontario we pay for back wall advertising. Cigarettes used to occupy the space
behind the cash register which are now points of advertising for us. We were
reluctant to pay for that space but have found that it really is paying off for us
by giving us visibility right at the point of sale where you absolutely want to
capture their attention.
Tom Delacenserie: You’re exactly right. It may be worth investing our own
money to produce the desired results of increased net funds for good causes. We
invested in jackpot signage for lotto, Powerball, Mega Millions, and found that
they produced a 5% sales increase which is huge.
Adam Perlow: You have already pointed out the importance of sales rep’s in
the whole relationship-building process. I would submit that they need to be
given the tools they need to be effectively helpful to the retailers. The retailers
want the sales reps to be equipped to tell them what games are performing best
and how to configure the POS to display the games in the best ways possible.
The sales rep’s need detailed information about how the games perform in order
to educate the retailer on how to optimize that performance. That’s the value of
Hudson Alley OnePlace force automation software.
John Pittman: We are focusing on the in-store component to merchandis-
ing. But as Tom pointed out, we should also be thinking of the entire customer
journey as being an integrated process. Mobile apps and messaging, signage and
advertising, and all other consumer touch-points, along with in-store merchan-
dising, should be factored into the whole retail optimization strategy. When it
comes to doing this, along with integrating digital technology into the mix, the
answers are simple but execution is not always so simple.
Tom Shaheen: We don’t need to worry about getting the 22 year-olds to
play right now, but we do need to make sure that they’re going to play when
they’re 35. To accomplish this we need to remained focus on taking lottery to
where the consumers are as opposed to hoping they will come to where lot-
tery is currently available. We also need to ensure that experience is fast and
convenient. Lotteries are doing a fabulous job at getting there despite all the
political constraints. ■
For more information about Pro-Lite’s
lottery point of sale signage, please contact:
Linda Turner
Sales Manager, Lottery Division
Phone: 609-538-0128
Email:
Website:
Pro-lite’s new player
transaction and
jackpot display signs
are great and fit well
in a variety of
retailer locations.
They are attention-
getting and have been
well-received.
Sometimes you can
actually see them
from the street.
Jackpot and
transaction
communication to
our players has
improved
tremendously with
the addition of
these units.
– May Scheve Reardon,
Missouri Lottery
Executive Director
Retail Optimization: The Outside-the-Store
Consumer Experience… continued from page 48
The retailers want the sales reps to be equipped
to tell them what games are performing best and
how to configure the POS to display the games
in the best ways possible.
—Adam Perlow