“We have identified what we think is the best way to promote Lottery at retail. A digital menu board acts like a billboard at the counter. The on-counter digital jackpot sign draws attention to our jackpot games. The STVM is a great way to promote lottery and adds an additional purchase point within retail. Having all three in place in one location really makes Lottery stand out within a store and is our long term goal,” Tom Campbell, Sales Director, Colorado Lottery, said.
Colorado Lottery worked with Schafer Retail Solutions + to test a digital menu board (DMB). The Lottery tested five locations for a 15-week time period. The DMB locations outperformed locations without by 18%. The Lottery also purchased digital counter top jackpot signs from Carmanah Signs, and is currently working to place 500 of these signs at retail locations. “We also purchased Carmanah jackpot signs that sit on top of the STVMs at Walmart locations to help draw attention to the low profile machines,” Campbell said.
The Lottery also plans to place 500 SCiQ (24-game) units. “We are requiring that any retailer that agrees to place the units must also include the digital menu board that comes with it,” Campbell said.
The Lottery is also working on a self-return process. It wants to increase the percentage of retailers that activate new Scratch games within five days of launch. “Retailers are reluctant to pull active games because they fear they could be stolen and validated. A self-return process will allow retailers to put active packs in a pending return status, which means the tickets cannot be validated,” Campbell said.