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growth. We need to rethink and re-define the role of traditional
retail, and build up modern marketing operations that commu-
nicate with our customers directly. And we have no time to lose
in accomplishing this.
Vincent Pauly:
At the Loterie Nationale, our goal is to inte-
grate effective coupon/promotional programs with social media.
Creating synergy with social networks and leveraging that into a
more personal direct communications system is our goal.
Our new website (launched in November 2015, www.loterie.
lu) is an example of the Digital Transformation in Marketing.
It’s a responsive website, so all our customers now have the same
experience, no matter what device they use. They can also use
an iOS-based phone or a Windows Mobile phone, they will get
the same info in the same format and, of course, the same gam-
ing experience. We have driven a strategy on this website since
the beginning of 2015 to reduce the path of the customer to
her game. In terms of revenue and new customers, this website
is a success. We are always working on our website to improve
conversions and new registrations.
Jari Vähänen:
One key to success in this business is to offer
the best games. Our products should be as good/excellent as
possible! The games and overall use experience should be sup-
ported with services and other customer benefits. You should
offer and market that combination in a customer-centric way,
making sure that everything you do is enhancing the consumer
experience. We are indeed undergoing a transformation in mar-
keting. The future of marketing will be based on effective use
of data to understand player behavior, develop the games that
appeal to the players, and build the communication links to the
players that are direct and interactive. The successful marketers
of the future will be the ones who are most effective at using
data to understand their customers’ preferences, and produce
and market the products and services based on that information.
This requires smart strategy, effective execution, and investment
in the technologies to enable it to happen.
Ellen VandenBerghe:
We need to have one view on the
player across all sales and communication channels, across all
devices (desktop, tablet, smart-phone, smart-watch, etc.), and
across all product categories (draw games, scratch games, sports-
betting, etc.).
The digital native companies of this world set the standards
for modern digital experiences. Once the consumer experienc-
es the quality of service and the personalized communication
based on consumer knowledge and context that the most ad-
vanced e-commerce enterprises deliver, they expect that from
everyone they do business with. Lottery players will soon ex-
pect to get real-time up-to-date communication on all channels
while hopping from one device to another, from the offline to
SMART-TECH 2 0 1 6 PGRI Park Lane Hotel Central Park South, New York City March 20, 21 and 22, 2017