Public Gaming Magazine November-December 2015

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November/December 2015 // PUBLIC GAMING INTERNATIONAL // 37
When it comes to finding
the right retail point-of-
sale display, there are very few
one-size-fits-all solutions. Find-
ing the one that fits the available
space and helps you achieve
your lottery sales goals can be
difficult. And that’s where cus-
tomization can be the answer.
In late 2014, the Pennsylva-
nia Lottery was working with
one of its large grocery chains
on ways to increase game sales.
Lottery Corporate Accounts
Director Scott Smith and the
grocery chain’s lottery category
manager met with Shay Wahl of
Schafer Systems Inc. to discuss
the challenge. The retailer was
looking for solutions to expose
consumers to instant games in
the checkout lane instead of
limiting game availability to the
customer service desk or vend-
ing machines. The solution
would need to work with two
different checkout configura-
tions while meeting all security
and space requirements. After
some brainstorming and the de-
velopment of several prototypes,
a winning design was found: an
in-lane 4-game dispenser at the
registers with a custom menu
board to showcase the games. It
will be used in a pilot program
set to begin in early 2016.
Another Pennsylvania Lot-
tery project involved game
displays at newsstand retailers.
Since most of the games were
dispensed from under- or back-
counter displays, customers
could not always see new or top
games for sale. Retailers would
typically tape the voided tick-
ets to their window, which was
unattractive and disorganized.
They were in need of a display
solution that required limited
space. Prototypes for this solu-
tion by Schafer Systems Inc.
resulted in creation of a 4-game
Ticket menu Board that attach-
es to newsstand windows using
suction cups and maintains
branding by customizing the
design with the Lottery’s logo.
“This new display influenced
sales, is easier to see, and causes
less corrosion on the windows,”
said Lottery Deputy Project
Manager Floyd Wedderburn.
“Focusing on our retailers’
needs is our number-one prior-
ity, and the overall grade from
our retailers was an A+.”
Even branding and logo cus-
tomization is becoming ever
more important as lotteries
need to find new ways to get
games noticed. Consumers are
inundated with lights, sounds,
and many products in the com-
mon retail environment. We
need to get more creative in or-
der to get visibility and exposure
for the product. Norsk Tipping
(The Norwegian National Lot-
tery) recognized a need for just
that and partnered with Schafer
Systems Inc. to develop a cus-
tom colored game mount with
branding around their stack of
dispensers. This really enhanced
the look and caught the atten-
tion of the consumer in their
Lottery retail locations.
Those are just a few exam-
ples of the many point-of-sale
challenges that Lottery retailers
face. The key is to recognize
that when a solution is needed,
a one-size-fits-all approach is
not always the answer. It’s im-
portant to reach out to a ven-
dor that can customize and cre-
ate a new standard of displays.
Schafer Systems: Deliver-
ing on our promise to bring
you high quality, durable, and
long-lasting products for your
lottery location needs. ■
Overcoming Challenges:
Customization at Retail