Success begins with strategy. In the retail landscape, a well-defined merchandising strategy that incorporates the science behind consumer behavior and fosters customer loyalty will produce impactful results every time. Incorporating five best practices is key to creating a winning retail merchandising strategy—see the infographic on the right to learn more.
Proof Points: Making the Case for Retail Merchandising Success
When it comes to achieving retail merchandising success, HALO, the ever-expanding product line in the Schafer Retail Solutions + (SRS +) portfolio, stands out among the crowd. Since its debut in July 2023, the original HALO product (HALO Dual 5) has driven market success for lotteries across the U.S., with some markets seeing an average instant ticket sales increase of 10%. Building on this momentum, 200 pilot or purchased deployments were launched in the first quarter of this year alone.
For example, Kentucky Lottery’s 2024 HALO Dual 5 program continues to prove fruitful, expanding with an additional 92 HALO installations planned for market distribution in the first part of this year. “Seeing the sales impact HALO has had in our market has been remarkable. The sales lift and retailer enthusiasm prove that HALO is making a real impact and bringing focus back to the lottery tickets on the counter. We’re excited to build on this momentum and see how HALO continues to drive sales across the state,” shares Pete Ramsey, Kentucky Lottery VP, Corporate Accounts and New Business Development.
Owing to the product’s strong performance in key markets, including Kentucky and New Jersey, the next evolution of the HALO product line is here. HALO Gen 2 debuted in January 2025 and is available for both the Dual 6 and Dual Bingo dispensers, two of the most popular dispensers in the market. Featuring a larger format and more customization options, HALO Gen 2 builds upon the original to deliver an enhanced retail merchandising product.
HALO Gen 2 market pilots are already underway, with more scheduled for Q2 2025. The Oklahoma Lottery is leading the way, deploying 20 HALO Gen 2 units to drive sales at select retailers in Q1 2025. “The Oklahoma Lottery is thrilled to be the first market to test the new HALO Gen 2 and explore its potential to drive sales and increase player engagement. By drawing more attention to the front counter and keeping the lottery top of mind, this innovative technology presents an exciting opportunity to enhance the player experience. Being at the forefront of this product evolution allows us to see its impact firsthand—how it performs, how players respond, and how it can help maximize lottery sales in our market,” says Abby Morgan, Director of Marketing & Product Development, Oklahoma Lottery.
The Takeaway
An effective retail merchandising strategy pays dividends, directly driving customer engagement, sales performance and brand awareness. Executing that strategy with the help of expertly designed products, such as the SRS + HALO product line and HALO Gen 2, helps lotteries master the art of retail merchandising and rise to prominence in a cluttered and highly competitive retail landscape.