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modern consumer. The Millennial may not want to take a play slip

out of a counter-top bin and fill it out with a pen in the conventional

manner. The modern shopper is attracted to the monitor screen.

That is how they are used to getting the information they need to

make decisions and engage. The modern consumer wants to play

and learn about Lottery on their own terms. Most shoppers do not

want to ask the retailer how to fill out a play slip and play. The digital

play station is scalable and can transform the retail experience by

engaging the shopper with a medium that enables them to decide

how to interact with Lottery. The play-station is perceived by them

as a large interactive tablet or a giant iPhone. It’s a touch screen. You

can pick any game and learn more about it. You can go to the section

that describes the good causes that Lottery supports, you can print a

bar code. You can do a ‘quick-pick’ or pick your own numbers and

then go to your shopping cart and generate the purchase to your

phone, communicate with the terminal, or generate a bar code that

could be scanned and then get

a ticket from the terminal. This

is all brand new for the indus-

try. Carmanah Signs is doing a

couple of pilots and the results

will be available this summer.

Bishop Woosley:

I think

everyone here would agree that

the Mobile connection is inte-

gral to everything we do now.

And for most of us in the U.S.,

Lottery is not a part of the Mo-

bile experience. I’m glad we’re

finally moving towards in-store Beacons, cashless lottery transac-

tions, and interactive tools.

Max Goldstein:

We can look to Europe for ideas on how to

apply these new technologies and processes. They have years of

experience with this and several lotteries there and in Canada are

expanding their retail presence by being in-lane. The Belgian post

office is an in-lane lottery retailer; they don’t even have lottery ter-

minals. They are using the POS system. They’re selling draw-based

games, they’re advertising the jackpot, and doing the basic things

to prompt people to buy.

Everybody is used to touch screens and everybody has come to

expect that they will get messages when they walk by a store. We

need to embrace some of the technology that enables these digital

interactions in order to attract and engage the consumer.

Like Rick mentioned, we need to think about locations where

people can stay and play: bars, bingo halls, Veterans and frater-

nal locations. Having something to do, a game to play, encourages

those patrons to spend more time and maybe a bit more money.

The shop owner benefits because more drinks and more food gets

served as patrons stay to play more games. And it is more sociable

with everyone interacting together.

Rebecca Hargrove:

What do you think the retail world will

look like five years from now? What can we do to prepare so that

instead of reacting and following, we are proactive and leading and

ready to help retailers get to where they want to be?

Terry Rich:

Applying digital technology is the key part of any

plan to prepare for the future. Ultimately, we’ll be buying our tick-

ets online and working with the retailers to have special promotions

so that once you buy a ticket and see the win posted directly to

your bank account or given in cash, the player will be motivated to

go back into the store. The ticket boxes on the counter-top prob-

ably will go. Purchases are going to be made with an iPad, mobile,

or some other personal digital device that so that the ticket may

already have been purchased before you even walk into the store.

And if not, there will be a Beacon to entice you to buy the ticket.

Rick Weil:

In five years, we

won’t have the terminal and we

won’t be printing tickets. And

because transactions will be

digital, we will be capturing far

more information and come to

learn far more about the players.

Then too, we will interact with

and communicate directly with

the players through their devices.

Rick Weil:

The whole cus-

tomer journey must be engaging, compelling, and relevant. And I

do think there is an opportunity for us as an industry to improve

on game content.

Terry Rich:

We need to look at how self-service can help people

to learn about the products. That could be just as important as

providing a new transaction-enabled POS. Presently, the shopper

is expected to ask the retailer how to play. Neither the shopper nor

the retailer prefers that option. We need to provide the means for

new player groups to be attracted to Lottery.

Rebecca Hargrove:

In the video we just saw, the woman was

not able to go out to the store because she was caring for her two

Retail Optimization:

The Outside-the-Store Consumer Experience…

continued from page 32

Digital play-stations can reshape the

whole lottery playing experience by

presenting Lottery in a way that appeals

to the modern consumer.

—Max Goldstein

In five years, we won’t have the terminal

and we won’t be printing tickets.

And because transactions will be

digital, we will be capturing far more

information and come to learn far more

about the players.

—Rick Weil