Ron Smerer, the Sales & Marketing Director over at Washington’s Lottery, sat down to discuss their upcoming retail initiatives and strategic plans. The lottery’s FY24 retail initiatives include deploying new vending machines, piloting innovative projects, addressing theft concerns, and expanding with a new DOI store. Through these initiatives, the lottery aims to enhance customer experiences, strengthen retail partnerships, and foster growth in the industry.
Smerer revealed they’re rolling out 300 brand-new, 28-bin lottery vending machines to grocery store locations. “Increasing bin counts at our largest customers is the main goal,” he told us.
Washington’s Lottery is also piloting some exciting new projects. One of which is a collaboration with InComm and Jackson’s on Prize Pay Debit Cards that would give retailers another option to pay out players on winning tickets. “With a total of 47 stores across the state, we’re hopeful that by offering an alternative payment method for winning tickets, it will help retailers who don’t carry a large amount of cash in their tills.” Smerer said.
Another pilot project focuses on transitioning in-store signage to Lottery Digital Menu Boards to create a more appealing retail presence. Smerer commented, “We’re just getting started, but we hope to have several locations in place during FY2024. Our goal is to have a bigger and brighter presence in retail locations, which hopefully means more sales!”
Smerer also highlighted the positive trend in theft reduction they are seeing after implementing an educational program for retailers. Working closely with district sales representatives and IGT’s field service personnel, retailers were educated on theft prevention strategies, such as locking covers over scratch dispensers, which also contributed to a decline in theft incidents.
“Comparing the theft statistics from January to April 2022, there were 261 incidents resulting in $184,000 in losses, whereas, during the same period in 2023, thefts decreased to 51, amounting to $55,000 in losses. This decline showcases the effectiveness of the lottery’s comprehensive security measures,” Smerer said.
When talking retail and sales, Smerer laid out the lottery’s plan to open a second Department of Imagination (DOI) store. With the new location totaling 4,000 square feet, it will not only serve as a secondary retail location but also as a regional office. It’s expected to be operational during the upcoming holiday season.
“The DOI stores serve as creative hubs, combining the lottery’s imaginative spirit with a unique shopping environment, fostering a sense of wonder and delight for customers,” Smerer said.
These valuable insights into future endeavors and strategic vision are prime examples that the lottery is committed to elevating their customers’ experience, forging stronger retail partnerships, and driving growth in the industry. By embarking on these initiatives, Washington’s Lottery is poised to make significant strides toward achieving its goals and cementing its position as a leading player in the lottery market.