Circle K’s digital place-based network (DPN) is driving lottery sales increases up to +20% leveraging the proprietary platforms that enables states to reach their target audiences during “dwell time” when they are in the store ready to buy impulse lottery tickets.
States including Illinois, Arizona, Florida, Ohio are among those that are leveraging the convenience digital media and advertising network, which grew 30 percent in the past year to encompass 8,000 locations across the U.S. and Canada.
Anchored by LIFT, Circle K’s at point of sale digital media screen which sits at the counter, customers can see full motion messages highlighting scratch-offs and jackpot games garnering recall rates up to 40 percent. Furthermore, LIFT can showcase live jackpot amounts via RSS feeds.
Besides showing branded ads, this interactive touch screen is a suggestive selling tool at the register used to encourage the purchase of more lottery tickets and bundle tickets with the purchase of Circle K proprietary items or third party CPG branded products in a single transaction. The LIFT platform can also capture conversion rates of these suggestive combinations and can be tracked by each Circle K associate. The consumer purchase data and insights from the targeting have proven to drive incremental lottery sales and to enhance the lottery purchase experience at Circle K.
“We see success for IL lottery in Circle K. Their digital ecosystem and innovative tools allow us to promote our way through their channels. Our sales numbers mutually benefit through this partnership.” Nora O’Sullivan, Senior Manager of Retail Partnership at Camelot Illinois.
App, email blasts, digital walls, and targeted physical coupons are other touchpoints lotto can use in the Circle K environment to drive engagement and revenue. As technology and pilots continues to expand, Circle K is looking to transform the lottery experience and seek opportunities to engage with state lottery agencies to grow this very important category and to enhance the experience for both states and consumers alike as we grow into 2021.