Scientic Games’ tech innovations in the physical retail space have empowered the company’s ability to create a more informed, data-backed information loop for lotteries – and for future innovation to stay in step with consumers. “Our analysts make recommendations that help determine things like whether a specic store should have more $10 and $20 games and less $1 and $2 games,” said Martin. “We’re using the data to inform what products should be oered and how games should be displayed. Conversely, it informs key products that could potentially hurt business if they were unavailable.” As an example, Scientic Games analyzed market basket data from approximately 70 million purchases from SCiQ and PlayCentral Powered by SCiQ to better understand which games are purchased together – or not, as many baskets include only one game – and in what order purchases are made. This helps guide, not only merchandising tactics but launch planning and the ideal number of games in the market by price point. And since this level of market basket data is analyzed by specic game, the interaction of game attributes such as playstyles, themes, or specialty prize structures can also be assessed. This kind of data can also be applied to a loyalty program, allowing the lottery to connect with players interested in specic games or combinations of games, and oer extra loyalty points. "As business intelligence practitioners, we see great value when multiple datasets from our dierent systems are integrated. This leads to insights that can inuence stakeholders at retail and enables the systems to work smarter," said Cameron Garrett, VP of Analytics and Insights for Scientic Games. "Connective data creates somany opportunities, but the major opportunity is optimizing product at retail." Empty instant scratch game bins result in disappointed players and a direct, quantiable reduction in potential retail sales revenue for lotteries. “We estimate that lost sales are approximately 5% of total retail sales at the counter, and more than 10% at self-service machines due to out of stocks,” explained Garrett. “We as an industry have a real opportunity to re-capture multibillions of dollars in lost sales annually. As selfservice continues to ramp up, ensuring healthy inventory levels and focusing on product mix becomes increasingly important.” The future represents a world where lotteries must have smart, integrated and actionable ecosystems. Benetting from this data may come in many forms tied to such an ecosystem but should consider all of the retailer touch points—from inside telesales to the tools that lottery sales representatives use for guidance, to the behind-the-scenes algorithms that empower logistics decision-making. The quintessential retailer greeting is service-focused, but advances in the use of data have propelled customer relationships and brand interaction to new heights. Anticipating consumer behavior – mining data for purchasing patterns and combinations of products – helps increase protability through cross-selling, promotions or even the placement of games on digital menu boards and self-service machine screens. “It’s all about connecting with consumers, convenience and speed of checkout, and it’s our job to bring the most modern experience to players at brick-and-mortar retailers. Again, this is just one part of the ecosystem, but from a lottery revenue standpoint brick and mortar is the most critical,” shared Martin. Scientic Games is committed to the science inside lottery retail. More than a high-level view of consumer connectivity, the company is digging deep into data from all areas to help lotteries and their retailers sustain success. Where Data Comes into Play How Can I Help You SOURCES: Convenience.org Euromonitor International’s Top 10 Global Consumer Trends 2023 Report; Pew Research Center; Retail Dive PlayCentral® and SCiQ® are registered trademarks of Scientic Games, LLC. © 2023. All rights reserved. Cameron Garrett Analytics & Insights For more information, contact Retail@scienti cgames.com
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