Increased visibility, availability and consistency—the key objectives in unlocking new growth in the retail lottery sector. Central to this is bringing lottery purchases into the heart of the consumer’s journey. Moving it from a single point of sale to multiple sales opportunities—available at every single lane or checkout: making it “in-lane.” Spearheading international take up of this emerging concept is Fastrak Lottery Solutions, global suppliers of POS displays.
With profit impact larger than confectionery and other “impulse” businesses, the significance of developing lottery POS solutions for that two feet of linear space at the checkout is really beginning to hit home.
“The opportunity in increased sales and profit is huge” said Fastrak’s founder John Barrett. “Our ‘in-lane’ solutions allow retailers to be both a destination store for lottery games, and the opportunity to upsell to every other shopper in the store.” A recent UK trial with Fastrak’s products in a large discount supermarket chain showed a significant increase in sales of lottery products over an eight-week period.
“In-lane POS is more than just adding a lottery scratch card unit to a shelf or conveyor belt,” noted Barrett. “Our success is driven by the ability to deliver both the creativity of design and engineering expertise needed to create effective solutions which meet the demands of retailer and player simultaneously—attention grabbing yet secure and flexible.”
With physical space a premium, Fastrak Lottery Solutions was the first company in the world to tackle that head on with an ingenious design twist. “Our designers developed a way to streamline our POD design creating a unit that uses a small footprint yet looks very much like our familiar modular scratch card dispenser—a design that is now recognized by consumers around the world,” said Barrett.
In short “in-lane” is a win, win, win. For the player—it’s immediate, engaging and convenient. For the retailer—it’s providing a profit out of every square inch of retail estate. For the lottery operator—these new lottery in-lane solutions have not only seen sales of scratch card games significantly increase but have also driven a rise in draw-based games through greater brand awareness at the till.
Innovation continues: Fastrak Lottery is now developing a range of new in-lane delivery methods which securely allow consumers to dispense a card themselves—empowering player choice and immediacy!