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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.

Tom Delacenserie:

Even though a few lotteries have begun to sell online, it is land-based

retail that sells our products. Over 99% of U.S. lottery sales happen at retail, and it will take a

long time for that to change in any measurable way. That is why it is vital for us to gain as much

understanding about the in-store consumer experience as we can. This ‘moment of truth’ when

the consumer makes the

final decision of buying

or not buying is under-

going a renaissance, with



ing the potential retail

has for connecting with

the consumer. Like most

business scenarios, this represents opportunity and challenge. Lottery can consolidate its strong

existing position at retail by dedicating itself to truly optimizing the in-store player experience

and its partner relationship with its retailers. The challenge is that if we don’t do that we will

lose ground against the community of CPG merchants who, along with the retailers, are chang-

ing the face of the retail shopping experience.

Maximizing in-store marketing and merchandising is about improving product awareness.

Product awareness at retail is the critical component to retail sales growth. Awareness can

be gained through expanding and improving existing space and product facings, additional

product signage, third party partnerships, or all of the above and then some. How can lottery

leverage its strengths, profitability per-square-foot, total sales, and growth to gain more space,

better location, and a stronger focus at store level? Jeff …

Jeff Sinacori:

The key is to develop products that the consumer loves, and building the

mutually beneficial relationship with the C-store owners to position lottery for success in

the retail environment. Traditionally, Lottery has focused on its own agenda for how to mer-

chandise its products. That’s not illogical and worked well in the past. But the future is being

driven by the consumer, and our customer which is the retailer. Our industry is finding great

success when we switch over to a retailer focus, speak the language of retailers, appreciate and

respect their goals and their perspectives on how to optimize lottery sales and the consumer

shopping experience.

Wendy Montgomery:

We have to realize that we’re competing not just for the customer’s

attention, but also for the retailer’s attention. We need to understand our retailers’ needs, their

concerns, and their objectives. We have to show retailers their ROI on Lottery. In Ontario, we




How can Lottery be

“up-sold” and engage the

shopper in the store? How

can technology and Point-

of-Sale (POS) tools be

used to capture attention

and make it easier for the

consumer to understand

the portfolio of different

products and make their

selection? How can Mobile

Proximity Marketing be

applied to Lottery?


Tom Delacenserie,


Florida Lottery


Wendy Montgomery,

Vice President Marketing

& Sales,

Ontario Gaming

& Lottery OLG

Adam Perlow,

President &

Chief Executive Officer,

Hudson Alley Software

John Pittman,

Vice President Marketing,


Tom Shaheen,

Executive Vice President

& Chief Policy Officer,


Jeff Sinacori,

Vice President

Retail Development,

Scientific Games Corp.

We have to realize that we’re competing

not just for the customer’s attention,

but also for the retailer’s attention.

—Wendy Montgomery