Public Gaming International Magazine March/April 2021

open untapped opportunities for the Kentucky Lottery and Kroger to engage consumers. “Blackhawk is committed to bringing greater convenience to new and existing consumers purchasing instant lottery games,” said Richard Gotlieb, Vice President of Lottery and Sports Betting at Blackhawk Network. “Partnering with Scientific Games, Kroger and the Kentucky Lottery to support this innovative in-lane solution is yet another option that enables our retail partners to drive incremental sales and offer greater convenience to their customers.” Convenience is King Because time is so valuable to shoppers and retailers, modernization of the grocery store front-end needs to save time and boost convenience. Shoppers expect a frictionless transaction. SCiQ Inlane was designed to seamlessly integrate lottery at checkout. It facilitates one transaction processed through the retailer terminal, without needing a full lottery terminal in the checkout lane. SCiQ Inlane enables grocery and other big box stores to capture sales from shoppers who are often rushed and who previously had to make a separate transaction somewhere else in the store, such as at the customer service desk. “The convenience offered by the SCiQ Inlane solution is a game changer for consumers who are focused on getting in and out of the grocery store quickly for many reasons, including COVID-19 concerns,” said Michael Martin, VP Retail Solutions for Scientific Games. Martin brings 30 years of experience in technology and retail at companies such as NCR, Aptos and Oracle. “ SCiQ Inlane offers unparalleled product security and the ability to engage light and lapsed players who don’t visit lottery self-service machines in the store,” Martin said. Gaining Insights While lotteries often get categorized as consumer packaged goods (CPGs), they have lacked unit-level tracking, unlike most other products sold at retail, like soft drinks and snacks. When it comes to gathering in-depth data about consumer preferences, lottery has previously been left empty-handed. SCiQ Inlane delivers unique insights into the lottery market basket, such as who is buying games, what other games were bought, how many games were sold in a purchase, or if a game was bought with similar games at other price points. “Consumer data is a critical element to better serve our customers. The SCiQ solution provides us with the data needed to better serve our lottery players,” Cummins said. Having this kind of data enables retailerstomanagethe lotteryproduct more effectively, transforming lottery in grocery and big box stores into a revenue driver and can be managed like other CPGs. “Our solutionprovides lotteriesdeep insights, the ability to look intomarket baskets andunderstand player preferences more fully,” Martin said. “We’re evolving the lottery industry by giving players and retailers the convenience they expect in today’s retail environment.” All ® notices signify marks registered in the United States. © 2021 Scientific Games Corp. All Rights Reserved. Michael Martin Vice President, Sales Marketing for Scientific Games