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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

. Edited by Paul Jason, PGRI.




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? 


Gary Gonder,

Chief Branding Officer,

Missouri Lottery


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