How Are Lotteries Taking Advantage of Changes at Retail?

Lottery retail executives from Europe, New Zealand, and North America gathered at the 2019 Lottery Retail Workshop, hosted by IGT in London, April 29 to May 1, 2019.

Twenty-one participants from 12 lotteries around the world discussed their successes and challenges with current retail initiatives when they joined IGT for the eighth annual Lottery Retail Workshop from April 29 to May 1, held this year in London.

Competition for a larger share of the consumer shopping basket is motivating retailers to explore new store formats and technologies that can fulfill shoppers’ changing expectations. The IGT conference gave participants the opportunity to share details about and learn from one another’s current retail initiatives, and to receive retail-related updates from IGT and invited speakers.

The workshop kicked off with a presentation on current retail and consumer trends from Sharon Duncalf, IGT Vice President, WLA International, Marketing Operations and Strategic Planning. Sharon emphasized that retailers, lotteries, and businesses of all kinds must identify how to use digital connectivity to enhance the consumer experience at all points in the journey.

Ian Boden, U.K. Service Operations Manager, Channels, at Tesco, provided the point of view of the largest retailer in the U.K., discussing Tesco’s plans for digital, store, and consumer improvements, and describing what Tesco will need from lotteries and vendors to ensure alignment with those plans. At the top of this list was the need to introduce lottery self-service and ensure that lottery is ready for cashless stores.

Following Ian’s talk, each participating lottery gave presentations on its efforts to improve its commitment to and performance in retail. Each lottery highlighted unique challenges, creative solutions that address these challenges and deliver tangible results, and plans to continue meeting the changing dynamics of the marketplace. This year, many lotteries were focused on establishing or updating their in-lane channel, which continues to be an area of great opportunity—but one with challenges and execution issues that haven’t been fully resolved. Recurring themes also included self-service programs and further development of mutually beneficial partnerships with large retailers.

In addition to lottery presenters, invited guest David Roy, International Business Development Director, Carmanah Signs, presented new digital retail signage, and guest speaker Manal Bensalah, Global Sales and Marketing Director at point-of-sale (POS) solutions supplier Fastrak, discussed the design and implementation of new dispensing solutions for instant tickets and new permanent POS solutions.

Rounding out the two-day event were presentations from IGT. Paul Riley, Vice President, Innovation and Lottery Transformation, provided an update on digital tickets, next generation self-service solutions, in-lane developments, and BOPIS (Buy Online, Pick Up in Store), and polled attendees for input on prioritization. Tom Stanek, Senior Director, Global Retail Sales and Marketing, led an educational session covering the best trade styles for the market; case studies with data on successful improvements based on in-store placement and other factors; and the wide range of sales force models in the U.S. Finally, the workshop provided time at the end for market visits with London retailers.

The workshop continues to receive positive feedback from participants, including a request for additional collaborative opportunities through the year. IGT is exploring a process to give participants the chance to regularly update and share information, ask additional questions, and continue to collaborate. “Shared experience is what makes this work,” says Michael Roygaard, IGT Senior Director, Lottery Innovation. “It doesn’t matter what country people come from; we face similar issues, despite different regulations and legislation, retailer processes and procedures. We all learn from one another.”

For information about next year’s workshop, contact Sharon Duncalf, IGT Vice President, WLA International, Marketing Operations and Strategic Planning,

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