By Merrill Fullerton, eCommerce Growth, Atlantic Lottery Corporation
Last year, 2nd Chance evolved from a contest to a platform, offering monthly prize draws, but also incremental player promotions involving more of our channels of play (retail, online, and destination). More recently it also switched to a continuous offering where player entries no longer expire at the end of each year – something that players told us they didn’t like about the program. Now, the expiry of entries happens when a player hasn’t assigned their entries to a 2nd Chance draw in 12 consecutive months, thus tying it to their activity instead of a hard date established by us.
The marketing of our 2nd Chance program requires some tweaks. We do have a very large proportion of lottery players enrolled and active in 2nd Chance, and awareness of it is fairly high, but there’s still a massive volume of retail lottery players that aren’t engaging in it. We need to change up the message to make it clearer that the ticket the player already has in their hand has an added value attached to it. All they need to do is sign-up and enter that ticket. Coupled with this is the need to address some gaps in the online journey, particularly between our mobile app and 2Chance.ca pages – we know we are losing some opportunities to convert here. This is where we can learn from companies like Starbucks, where the online experience is intuitive and tight.