Brandmovers is a global leader with over 20 years of experience designing and executing engaging promotions and loyalty programs that build genuine connections between brands and their customers, sales channels, and employees. They’ve worked with the Idaho Lottery to launch their new loyalty club in 2021. Oliver Mitchell, Vice President of Sales, discussed loyalty programs and the lottery industry.
Compared to other industries, how well does the lottery industry know its player base?
While player bases are understood at a macro level, the industry has limited insights into players’ transactional activity and ongoing engagement on an individual basis. In turn, segmentation and trend analysis is very difficult, and new schemes that enable data capture at the individual level are needed.
How can a loyalty program solve this issue for the industry?
While 2nd Chance Promotions, Online Games, Online Wallets, and PAM all are great tools, the vast majority of transactions occur outside of this ecosystem, and that is where a loyalty program can assist in connecting the dots. A unified profile that captures data from all of these sources and enables the players to also be rewarded for scanning a player card at retail terminals, provides a much more holistic view of the player base. This provides lotteries with insights they never have had before. In general, today’s Players and Consumers expect a loyalty program to deliver a streamlined, frictionless customer experience that treats them as a unique individual and provides them with personalized opportunities, perks, and benefits. Not only does a well designed, highly perceived loyalty program do just that, but it also equips lotteries with all the tools they need to communicate, engage, interact and build a relationship.
What core functionality should lotteries be considering?
It’s important that the loyalty platform has configurable and flexible functionality or modules that enable the lottery to achieve specific goals and objectives such as incremental lift, player retention, or player engagement.
We make sure our lottery partners can easily create promotions, securely draw winners, integrate with email services providers or marketing automation tools, and can import and export data. We also have a robust dashboard so lotteries can track their KPIs for their end-of-program ROIs. Front-end functionality has been about joining the VIP Club, entering tickets, and entering second-chance contests. In the future, we look to introduce more tools for acquisition, engagement, retention, and reactivation. This includes everything from onboarding emails to interactive digital promotions and games.