Public Gaming International July/August 2023

38 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2023 performing really well, and others of which aren't performing as well — whose sales should logically increase. Through the lens of this tool, retailers and the lottery sales force can identify a subset of retailers that they can target for better performance. It's effective both to encourage retailers to sell what the highest-selling lottery retailers are selling and to address performance discrepancies among a retailer’s own locations. Lotteries ask us as a solution supplier, What can you give us that will support us in doing our job? This is a tangible tool with data-based insights that helps a lottery organization focus energy and effort on a group of retailers as an opportunity to pursue. Easley: Retailers also have their own challenges, which RMI helps to address. Recently, the senior manager for a national convenience-store chain reached out as they were entering their 2024 planning session. They had a detailed list of questions they needed help with — from consumer insights, overall category performance, and competitive analysis to SWOT analysis for the account overall. I was able to work with IGT’s RMI analysts to consolidate the view into a thorough presentation, all through RMI — taking a look at the retailer’s performance against competitors as well as across all of their jurisdictions. Without RMI and that consolidated view, it would have been a long, difficult process. But we were able to achieve it in less than a week, and the retailer’s feedback was that it was the best consolidated lottery view they’ve ever seen. This retailer has both on-counter and self-service sales in some jurisdictions. It was very helpful to analyze both the business of the self-service units as well as what they're doing as a whole: Are there any jurisdictions that are currently not selling using self-service? There could be reasons why. In addition, are there locations that might qualify for multiple self-service units based on the RMI data? And then really taking a look at the competitive landscape, understanding what type of on-counter dispensers, digital displays, and other innovations are out there, and who's doing what from a “comp A, comp B” perspective. Also, looking at the promotions that different chain accounts are running. This retailer has a very thorough website with an app with many different rewards programs. How do we integrate lottery into that? It involved taking the data that we found through RMI and then digging deeper to find those actionable insights and opportunities for the retailer. I think there's going to be even more category development by the retailer leading from just this one request. Worley: It was the combination of quantitative and qualitative information that was useful to them. The data is a great starting point, but it required experience in how to leverage performance. Is this type of analysis something that lotteries can also request? Riley: A corporate retailer is coming at it from a slightly different perspective, but there’s commonality of interest. For example, lotteries are rightly focused on their own jurisdiction but are also interested what's going on in other jurisdictions, because maybe there's an opportunity: Why is this jurisdiction that's either geographically next to us or has a The senior manager for a national conveniencestore chain requested consumer insights, overall category performance, competitive and SWOT analysis, and more. “Using RMI, we were able to achieve this in less than a week, and the retailer’s feedback was that it was the best consolidated lottery view they’ve ever seen.”