51
September/October 2014 • Public Gaming International
a customized solution to meet the retailer’s very specific
requirements, and concluded successfully in November
2013, with all 235 Wawa locations selling lottery products
by early 2014 (see the August issue of PGRI). Wawa stores
have generated nearly $23 million in New Jersey Lottery
sales since the initial rollout of stores in October 2014.
2. Sales Call Optimization
One way to increase same store sales is to optimize sales
representatives’ effectiveness in the field. In New Jersey,
the retailer-to-representative
ratio on average is less than 1:125, and LSRs
and BDAs undergo GTECH’s intensive, two-week Sales
Certification Program training upon hiring. The certification
program covers Lottery history, products, sales and
marketing strategies and includes a complete set of sales
and recruitment tools, a measurement component, and
practical field experience such as “clerking for a day.”
The entire organization has a singular laser focus, with
LSRs and retailers being kept informed and up-to-date
through consistent and timely communications driven by a
monthly newsletter and a publication that answers retailer
questions (“We’re Listening to You”).
Sales Call Stratification
Another important element of sales call optimization in
New Jersey was to stratify the sales call cycle. The objective
of this sales call stratification is to:
›
Find retailers that have higher sales growth potential
using predictive sales modeling.
›
Ensure Customer First service with a quality, effective
sales call to every retailer in the network focused on
actionable sales data.
Using a statistical analysis of data variables – actual
sales data as well as population size and growth rates,
housing characteristics, presence of other lottery retailers,
propensity to play lottery products, etc. – combined with
LSR input, all established retailers (those selling for 26
weeks or longer) were prioritized by their sales potential.
Sales call frequency was established for each category:
Top Performers:
Retailers that account for the top 20% of
sales; visited bi-weekly.
High Potential:
Retailers whose predicted sales are higher
than actual sales and higher than regional thresholds;
visited weekly.
Maintain:
Retailers whose sales match their predicted
sales and are doing fine as is; visited bi-weekly.
Bottom Performers:
Retailers in the bottom 10% of sales
with little potential for improvement; visited monthly but
called bi-weekly by instant ticket specialists.
Retailer classifications and call cycles will be reviewed at
least annually.
3. Draw Game Optimization
A consistent calendar of player promotions and retailer and
clerk incentives helps to revitalize sales of established draw
games and introduce new games and game enhancements.
In New Jersey, in addition to player favorites like Red Ball
and Green Ball, new player promotions are being piloted
to measure sales impact. These include enhanced payout
structures and “buy one get one” promotions such as Free
Ticket Fridays and “Nth” transaction free plays.
High Jackpot Strategy
Although New Jersey is #1 in the U.S. in total multistate
game sales per capita ($0.94), GTECH and Northstar NJ
saw an opportunity to increase these game sales during
high jackpots. A high jackpot trigger strategy has been
executed that includes:
›
Terminal messages
›
Streamlined digital (ESMM) jackpot awareness show
›
TV and radio advertising
›
Digital banners
›
Billboards
›
Promotions team and mascots at promotional events
Win for Life Family –OURBEST SELLERS
$5
$2,500Win for Life
01183
$2
$1,000Win for Life
01182
$1
$500Win for Life
01181
1
$20
Diamond Spectacular
01167
2
$20
20XCash
01175
1
$10
$150MillionCash Spectacular
01204
2
$10
$100Million Spectacular*
01134
3
$10 MassiveMoneyBingo
01193
4
$10
10XCash3rd Edition
01162
5
$10
QuarterMillionCrossword
01195
1
$5
$2,500Win for Life
01183
2
$5
SuperCrossword
01189
3
$5
New JerseyHold’em Poker
01192
4
$5
GoldBarBingo
01159
5
$5
Championship Poker
01155
6
$5
5XCash
01156
7
$5
Hold’em Poker
01173
1
$3
Zuma
01200
2
$3
Crossword
01166
3
$3
Win for Life*
01150
4
$3
Cash Lines
01161
5
$3
BingoBoxes
01179
1
$2
$1,000Win for Life
01182
2
$2
Love toWin
01205
3
$2
SnowMe theMoney
01194
4
$2
BigMoney Spectacular
01188
5
$2
ClassicBingo
01148
6
$2
RubyRed7s
01169
1
$1
$500Win for Life
01181
2
$1
3xCash
01191
3
$1
Triple Tripler
01178
*Selloutnow tomake room for$150MillionCashSpectacular
andnewWin forLife family
January2014
GamesYouShouldCarry
NeedAssistance?
RetailerHotline:
800545-4321
InstantTicketOrdering:
888 434-5050
New JerseyLotteryCustomerService:
(in-state)800222-0996– (outof state)609-599-5800
Resultsand Jackpot:
NJLottery.net
RETAILER
focus
Here’s toaHappyandSuccessful2014
with theNew JerseyLottery!
Gaming shouldbe fun; it shouldalsobe responsible.We’ve
made thatcommitment,andweappreciate theeffort
youmake toensure responsiblegambling. Ifoneofyour
customersor someoneyouknowhasagamblingproblem,
pleaseencourage them tocall1-800-GAMBLER.
®
ResponsibleGaming
Happy New
Powerball!
Director‘sMessage:
WorkingTogether fora
HappyandSuccessful2014
SpectacularSalesDrivers
Powerballwith
PowerPlayEnhancements
Retailer IncentivesRoundup
PowerballUltimateTailgate
PartyPromotion
BestPracticeTips
Powerball
®
withPower
Play
®
getseven
better.Details
inside
HolidayShipping:OrderEarly toEnsure
Adequate Inventory
UPSgrounddoesnot
pickupordeliveronNew
Year’sEveorNewYear’s
Day.Orderearly toensure
adequate inventory.
Orderby2:00p.m.ReceiveShipment
Friday,12/27
Monday,12/30
Monday,12/30
Thursday,1/2
Tuesday,12/31
Friday,1/3
Coming in
January:
PartialPack
Returns!
Loadedwithwinners!
Month-longmediasupport!
ItalianPeoplesBakery&Deli,Trenton
Since itwas founded in1936, ItalianPeoplesBakeryhasbeen renowned in the
Trentonarea for itsbread,cakes,pastriesand sandwiches.Butahugeportionof
itsbusiness–40%-50%,according toco-ownerMatthewGuagliando–comes
fromNew JerseyLottery sales.Whatmakes them so successful?Mattattributes
their fantastic results to several factors:carrying lotsof instantgames, including
multiple facingsofbest-sellinggames;greatcustomer service;andpromoting
winnerawareness.“Ihang tickets from thebackwall soeveryonecan see
them,”saysMatt.
TV
Radio
Billboard
In-StoreDigital
&POS
Website/Emails
(Interactive)
InStadium
MultimediaAdvertising in January
Jackpot
Where the
MoneyGoes
Sports
Sponsorships
MatthewGuagliando, Italian Peoples Bakery&Deli
“”
Carryas
manygamesas
you can– three
or four facings
of the top
sellers!
BestPracticeStarRetailer
SEPT
FEB
MAR
APR
MAY
X X
X
X
Draw Game Player Promotions
Retailer Communication and Training Tools
Jackpot Awareness in Action
