Tom Delacenserie, Secretary, Florida Lottery, talked about leveraging the success of lottery products to increase space awareness.
Companies fight for space in supermarkets and mass merchandiser stores. It is so important because companies cannot grow their revenues unless they have the space requirement in stores. The fight is for counter space.
Most retailers think that if they increase the store counter, they have to do more work replacing instance for less margins. Delacenserie began an interesting analysis to do a category growth comparison between 15 game instant tickets on counter vs. a high margin product (Tic Tac display). He concluded that the profit per square inch for lottery is $1.01 compared to .52 cents for Tic Tacs. “More display facings are what the lottery deserves,” he ended.