NASPL: Building Retail Relationships
Retail remains the dominant channel through which lottery products are sold, and Carmanah Signs remains dedicated to providing in-store marketing technologies that engage players and increase lottery retail sales. In this month’s issue of “Insights”, NASPL challenged its associate members to answer the question: What can lotteries do to build upon their relationships with retailers? Here’s what Carmanah had to say:
Lotteries can build upon their relationships with retailers by working closely with retail partners to maximize sales, collaborating to introduce solutions that:
increase convenience (for both retailers and consumers);
reduce line-ups at the checkout;
decrease perceived consumer wait times; and
increase lottery purchases.
At Carmanah Signs, the marketing technologies we see driving the greatest results at retail right now are In-Lane Point-of-Sale (POS) Signage and Lottery Digital Menu Boards. Many of our lottery customers are working increasingly closely with their retail partners on lottery retail POS.
For example, Carmanah has been working with Premier Lotteries Ireland (PLI) and Fastrak Retail UK to co-develop customized in-lane solutions for the Irish National Lottery, placing thousands of Mini Jackpot Sign Display Units in checkout lanes across Ireland and successfully growing sales. As part of this initiative, PLI set a precedent in building relationships with retailers by creating their own Retailer Council. This council works together to create and implement new ideas that advance the retail environment.
Carmanah is also joining forces with lotteries and retailers in the case of Lottery Digital Menu Board roll-outs. Lottery Digital Menu Boards increase sales by driving spontaneous lottery purchases and encouraging players to choose their tickets while waiting in line. This technology levels up brand image while serving up hyperlocal content tailored specifically to each retail location.
In the end, the relationship with retailers is about open dialogue, collaboration on new ideas, and tailoring solutions that drive sales.
For additional interesting and informative takes on the question “What can lotteries do to build upon their relationships with retailers,” see “Building Retail Relationships” starting on page 90: https://www.nasplmatrix.org/insights
