Public Gaming November/December 2020

29 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2020 Continue Evaluating & Adjusting In-store Marketing When shopping, consumers are focused on getting in and getting out of the store quicker than ever before. This means that the e•ectiveness of traditional in-store marketing may be altered. Retailers are working to understand new shopper journeys and how purchase decisions are impacted by reduced shopping time and condensed tra–c patterns. Signs and displays at the point-of- sale are still perceived to be the most e•ective in-store marketing, however lotteries need to remain vigilant in assessing the messaging on that signage and adjust quickly to respond to the environment. Restock Vending Machines, Usage is Up The upward trendline for self-service vending usage has existed for a number of years across various industries, including lottery. For maximizing an individual lottery retailer’s sales performance, the industry has worked diligently to determine the right combination of at-the-counter point-of-sale and vending. Among retailers who have a lottery vending machine, nearly half (48%) report that lottery players are using the machine more during the pandemic. This makes having a proactive process for stocking the machine all the more important right now to avoid out-of-stock situations.