Ned Shugrue, Business Development Manager at Olson 1to1, focused on “Loyalty and the Lottery.” All lotteries want loyal players who celebrate the lottery and share their experiences.
Shugrue explained “the six stages of loyalty—build upon a shared experience, demonstrate empathy, foster trust, make a sacrifice, signal affiliation and celebrate the connection.”
He then showed case studies to illustrate the principles using multiple examples, such as Apple, Zappos.com, Old Chicago beer and Klimpton Hotels.
“We should look at best practices from outside our industry and how we can leverage these applications to increase our own loyal lottery base,” stated Shugrue. “Lotteries must become a loyalty business, and not just a business with a player rewards program.”
