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offering an optimal mix of products in their stores. The introduction
of the portal also supports the long-term strategy to migrate
retailers from physical to digital communication tools to better
manage a multi-channel approach to meet the players’ needs and
enhance the in-store consumer experience.
Turning Retail Vision into Reality
To achieve these goals, the portal needed to incorporate all of the
functionality to enable this improved experience: web data also
available via the live chat, Customer Relationship Management
(CRM), performance tracking tools, self-payment process,
e-learning, e-commerce, e-billing, and more. One important
feature was the ability to offer a mobile app that contained all of the
same information available through the portal to make it as easy as
possible for retailers to access the data analytics, insights, and other
information important for driving their business.
In addition to enhancing the relationship with retailers by providing
tools to more effectively manage their lottery sales, Lottomatica
promoted the evolution of a Business-to-Business (B2B) web
portal that is crucial for optimizing internal processes to create
a more efficient back-office program for retailers. For instance,
retailers can check online for their administrative status, including
reconciling pending payments and planning their next instant ticket
orders. This ability allows retailers to focus on what they need to do
to maximize profitability of their business by carrying the proper
inventory to efficiently sell lottery tickets.
The key objectives of the project:
1.
Dramatically improve and enhance the current
relationship with the entire retail trade.
2. Provide the best service level at the POS and accelerate
adoption of the web portal penetration to continuously
simplify the day-to-day job of the retailers.
3. Provide digital tools that simplify the retail experience
and reduce contact and communication costs for
Lottomatica.
4. Enhance the loyalty of our retail network POS.
5. Support the instant lottery business by providing
the network with a new digital portal to independently
order inventory.
Impressive Results
The new Trade Web Portal is one of the most innovative and
challenging projects that Lottomatica has deployed. It is the first
experience of a B2B portal enabling a 100,000 retail POS network
to easily and independently order instant lottery tickets. This
enables retailers to carry the optimal inventory for their specific
stores to maximize sales and ultimately provide the optimal mix of
instant products to consumers.
Overall, the most important goals achieved were a significant
improvement and enhancement of the current relationship with
the Italian trade network, a relevant cost reduction associated with
managing the retailer network and corresponding communication
activities, and the introduction of a new digital channel to order
Scratch and Win for the POS. Since the B2B portal was introduced
two years ago, nearly 35% of sales are conducted through this
channel.
Lottomatica continues to lead the way in providing innovative
tools that support continued growth of lottery sales, enhance the
experience for retailers, and optimize the product inventory at
retail. The migration to digital tools enhances the multi-channel
approach to delivering on a modern consumer experience for
lottery players.
This is the fourth in a series of real-world stories on how our Six
Pillars of Success approach has attracted new players and improved
bottom line profits. To learn more about the Six Pillar approach, visit
IGT.com/sixpillars.Lottomatica’s Trade Web Portal improves communication with retailers and led
to increased instant ticket sales.