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Public Gaming International • September/October 2014
In New Jersey, fifth in the nation in total per capita sales at
$6.10, the New Jersey Lottery and Northstar New Jersey
Lottery Group (Northstar NJ) have been working together
over the past year to build a player-centric plan to grow the
Lottery from a nearly $3 billion brand to a nearly $4 billion
brand by FY 2018. The plan, which is being implemented
with the full support and commitment of the entire Lottery
staff, includes enhancing brand equity, evolving the instant
category with exciting new game families and revamped
prize structures, and energizing the draw game portfolio
with the addition of new multistate games (CASH4LIFE and
MONOPOLY MILLIONAIRES’ CLUB™, for example) and
enhancements to existing games.
Hand in hand with these major sales drivers, lifting sales
in high-performing lotteries requires a retail optimization
program focused on the player and executed with relentless
precision and an eye to detail in every retail location.
FOCUS ON THE PLAYER
To grow sales in New Jersey, Northstar NJ (whose respon-
sibilities include sales, marketing, product development,
retail optimization/recruitment, retailer relations and
communications, and player education functions of the
Lottery) has implemented a retail optimization program
focused on five major areas.
1. Quality Expansion of the Retailer Network
Expanding the Lottery’s reach by adding quality retailers
to the network is a priority in New Jersey as it is in
most jurisdictions. With more retailers, the Lottery can
realize sales across a larger demographic, increase the
engagement of lapsed and light players, and improve
Lottery acceptance and awareness. In New Jersey, the goal
is to add enough quality retailers to reduce the number of
people per retailer from 1:1,360 to 1:1,239 by FY 2015.
Armed with a complement of newly created recruitment
tools and retailer-facing materials, Northstar NJ’s team of
Business Development Associates (BDAs) hit the streets
to sign up independent retailers across the state. After 10
months, the retailer network has grown by more than 430
retailers.
Simultaneous efforts to recruit one of New Jersey’s most
profitable and visible chains, Wawa, required creating
STANDING STILL IS NOT AN OPTION
GROWING RETAIL SALES IN A MATURE LOTTERY
Growing sales, especially same-store sales, in a mature, high-performing lottery
can be a challenge. GTECH’s expansive suite of capabilities in this area has
evolved based on experiences and lessons learned with three lottery
management contracts in the U.S. GTECH has developed a comprehensive retail
optimization program to boost the sales and revenue of even high-performing
lotteries, leveraging more consumer, retailer, and player insights.
RETAILER
CONSUMER
Sales Support
Motivation
Communication
& Training
Technology
Support
In-store
Merchandising
Economic
Incentives
New Jersey Lottery Recruitment Tools
