Enhancing the lottery retail environment is an important part of growing ticket sales. By approaching retail merchandising from the shopper’s perspective, IGT has identified five areas, or zones, where retailers can optimize lottery merchandising.
Optimizing these zones, from outside the establishment to the consumer’s arrival at the counter for purchase, can allow lotteries to unlock the full potential of their brands and products, engaging consumers in the lottery experience. Impactful messaging in each of the five zones below is key to enhancing lottery sales.
Zone One: Exterior
Announce that the store sells lottery games
The objective of the exterior zone is to clearly communicate that the retailer sells lottery games, in order to draw customers inside. When assessing the optimization of a store’s exterior, bear in mind the following questions:
- Can customers clearly identify that the store sells lottery products?
- What visual merchandising elements are used?
- Are the exterior signs clean, fresh, and readable?
- Does the signage grab attention?
- Is the “Play Here” message clear and noticeable?
- For fueling stations, does messaging at the pump raise product awareness and motivate a “walk-in”?
- Is lottery incorporated into the store’s general signage?
Zone Two: The Threshold
Remind shoppers about lottery products
The threshold zone is the very first space that prospective customers encounter when they enter the store, and where they first experience what the store offers. This is a transition area, where customers are more likely to miss product signage. Since the objective of threshold optimization is to remind potential players that the retailer sells lottery games inside, consider:
- What signage is used in the threshold zone?
- Does the signage slow the customer down by drawing notice to lottery brand, products, or promotion?
Zone Three: Shopping Area
Disrupt shopping patterns
It's a well-known fact in the retail community that in North America, 90 percent of consumers will turn right upon entering a store. The first wall they see is often referred to as a "power wall," and acts as a high-impact first impression vehicle. It can serve as a great placement for a lottery vending machine, winner awareness signage, and/or jackpot information. During zone impact planning, ask:
- Does the visual merchandising connect lottery products to a shopping need?
- Is there a winner awareness display?
- Are jackpots clearly communicated?
- Where will lottery vending machines be located?
Zone Four: Lottery Zone
Amplify the lottery message
Many successful lottery retailers provide a dedicated space for lottery within their store. This space may include a lottery-provided play station or retailer-provided tables, shelves, and sitting area. The purpose of this zone is to educate players on new games, make playslips available, and provide an area where players can scratch their instant tickets. Questions for impact planning include:
- Are playslips and how-to-play materials easily available?
- Is there an area for players to fill in playslips or scratch their tickets?
- Is there a seating area?
- Are winning numbers displayed for players?
- Are new games being supported with signage or how-to-play materials?
Zone Five: Sales Counter
Activate the sale
The counter zone is highly valuable for lotteries, as this is typically where instant ticket products are placed. It is also the last opportunity to educate players on promotions and the variety of instant and draw games the lottery offers. At the counter, the focus should be to understand how effectively this critical zone drives purchases.
- Is the instant ticket product display visible at the point of purchase?
- Is the view of instant tickets unobstructed by other merchandise?
- Is it easy for customers to identify specific instant games and ask for them?
- Is lottery “news” (jackpots, new instant games, etc.) communicated at the point of purchase?
- Is there a strong “buy now” call to action?
- Are there support elements to help clerks explain lottery or ask for the sale?
By considering these factors for zone impact planning, lotteries and their retail partners can better communicate with players and reinforce key branding and product messaging.
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