Lottery field staff are quick to point out that their best-selling retailers
are oftentimes retailers who adhere to “best practices” when it comes to
displaying and promoting their Lottery products. Some of the important
standards that deserve mention are:
Control Inventory. Always keep a record of your instant game inventory,
which is critical should your organization have tickets stolen. Each instant ticket contains a game
book ticket number on the back and retailers are encouraged to record the ranges of ticket books
displayed for sales daily. GTECH has inventory control forms that many retailers use. These can
be requested from them or through your instant game representative. The forms can also be
downloaded from the Lottery Website under “RETAILER RESOURCES.” All too often a retailer will
call to report ticket thefts with no idea – or record – of the tickets involved.
Discuss Lottery Products. Retailers should stay abreast of the latest
Lottery games and promotions so they can inform their customers. Each issue of Game Line
contains this information and the publication should be shared with all staff.
Display Point-Of-Sale Materials. Use these elements as a “silent
salesperson” both indoors and out. Highly visible signage that touts new and hot-selling games
spells “SALE” and customers respond positively to promotional pieces that ask for the sale.
Maintain Lottery Terminals. Keep your unit and the areas that
surround it clean and neat. As well, position your terminal so it is easily accessible to your sales
staff and is an integral part of your check-out area.
Make Your Instant Base Games Priority #1. With base
games accounting for such a high portion of instant sales, it is very important that these games
are well stocked and highly visible. Retailers are encouraged to regularly check inventory and
prioritize display of these games, because if you don’t show them you can’t sell them!
Neaten Brochures And Playslips. Keep them well stocked and
neat to ensure customers can easily locate the reference they need to make informed Lottery
Prioritize Instant Ticket Displays. Keep your displays fully
stocked and showcase them near your check-out register(s).
Review And Display “Top Remaining Prizes”Flyers.
This is information sent out by GTECH in the bi-weekly instant ticket shipments that
your customers refer to often when making their instant game purchase selections. If top prizes
exist in select games, promote them accordingly!
Update Information Boards. Retailers who regularly
update winning numbers and current jackpots are perceived as Lottery professionals
and they cultivate better informed and more dedicated Lottery customers.