La Fleur’s: Adapting Lottery for Modern Retail - A Global Perspective
La Fleur’s recent magazine feature delves into the latest trends at lottery retail, including self-checkout, delivery services, in-lane instant tickets, and digital signage to enhance the retail experience for lottery customers.
Carmanah is proud to see many of our digital signage customers featured as leaders in lottery retail modernization, including BCLC, OLG, the Illinois Lottery, and Washington’s Lottery.
From the article:
The British Columbia Lottery Corporation (BCLC) operates 5,000 retail displays using Carmanah Signs’ Content Management System, ActiVia Media Platform (AMP). BCLC’s network has recently grown to include pilot testing of Digital PlayStations, as well as sports betting at hospitality and retail outlets.
Due to the successful engagement of players, the Ontario Lottery and Gaming Corporation (OLG) doubled its Digital Menu Board footprint from 250 to 500 locations in the last year. OLG is also moving forward with the integration of 400 Digital PlayStations and a soon-to-be-introduced “terminal backer” at 130 retail locations to make better use of the current terminal blank canvas backspace.
Other innovative projects include the Illinois Lottery’s initiative to launch a large digital presence at O’Hare Airport in Chicago and Washington’s Lottery pioneering a digital claim center.
A digital signage program is a tantalizing opportunity for lotteries. After all, it’s an advertising platform owned by the lottery, giving them the flexibility to promote their products as appropriate. Different products can be displayed when it is most advantageous. For example, during high jackpot periods there might be an automated programmatic change in the content to prominently feature a product like Powerball and/or Mega Millions. Lotteries can also promote less visible products, such as Numbers games and progressive Fast Play-type games, which have smaller jackpots but a passionate player base.
The effectiveness of various point-of-sale marketing tactics can also be measured, and lotteries can test different campaigns to see which are the most successful. Therefore, the importance of setting KPIs to measure performance cannot be overstated. Lotteries can evaluate sales and compare different retail trade styles, targeting their messaging effectively and updating content as needed in real-time.
The versatility of digital signage allows for creative, adaptable, and measurable marketing campaigns at retail.
For more examples of how lotteries are adopting new technologies at retail and adapting to shifts in consumer behavior, read the full article here.
BCLC kiosk featuring Digital Menu Boards, Keno & In-Lane Jackpot Signs
OLG retailer featuring Digital Menu Boards, Digital PlayStations & Window Jackpot Sign
Illinois Lottery at Chicago O'Hare International Airport
Washington’s Lottery Department of Imagination claim center featuring Video Wall & Digital Menu Boards
