E U R O P E A N S T A T E L O T T E R I E S A N D T O T O A S S O C I A T I O N
Points
of
General Secretariat Bernadette Lobjois Secretary General Av. de Béthusy 36 CH-1005 LAUSANNE Tel. +41 21 311 30 25 Fax +41 21 312 30 11 internet: http://www.european-lotteries.org E-mail. info@european-lotteries.org President
Dipl. Ing. Friedrich STICKLER, Deputy General Director AUSTRIAN LOTTERIES, Austria
1st Vice-President
Mr. Christophe BLANCHARD-DIGNAC, President – General Director LA FRANÇAISE DES JEUX, France
2nd Vice-President
Mr Jussi ISOTALO, Executive Vice-President VEIKKAUS OY, Finland
MeMBers
Mr Hansjörg HÖLTKEMEIER, Member of the Managing Board DEUTSCHE KLASSENLOTTERIE BERLIN, Germany JUDr. Ales HUSAK, Chairman of the Board of Directors and General Director
SAZKA a.s., Czech Republic Mr Léon LOSCH, Director LOTERIE NATIONALE, Luxembourg Mr Jean-Luc MONER-BANET, General Director LOTERIE ROMANDE, Switzerland
Mr Dimitris PANAGEAS, Member of the Board of Directors OPAP Services SA, OPAP SA, Greece
Mr Offer PERI, CEO & General Director ISRAEL SPORTS BETTING BOARD, Israel Ms Dianne THOMPSON, CBE, Chief Executive The National Lottery CAMELOT, United Kingdom Mr Tjeerd VEENSTRA, Director
De Lotto, Netherlands
Contents
1. Message from the President 3. Editorial
4. Points of sales
18. The impact of ECJ ruling
in the Liga Portugesa de Futebol case 20. Members’ News
23. Premium Partners 25. Agenda
26. Workshops
Are the
4Ps
in balance?
This year the Marketing seminar focuses
on the basic foundations of Marketing:
Price
,
Product
,
Promotion
,
Point of
Sales
, as it is important to ensure, in
these turbulent and fast-changing times,
that we, in the Lottery industry,
dedi-cate the right resources to each of these
factors in a solid, sound and up-to-date strategy. But, there
is much more to consider than the 4Ps, as the seminar will
demonstrate. Is there more than the 4Ps to include in one’s
strategy? Is it time to stabilize the basics or time to be even
more innovative?
In addition these 4Ps need, however, to be integrated
to-gether with a high-level of game integrity, transparency and
strong Corporate Social Responsibility.
These questions and more will be addressed in the
upcoming joint WLA/EL Marketing seminar to be
held in London Jan 27-29, 2010.
You can already register on our Web site
www.european-lot-teries.org, on which the preliminary program of the seminar
will be posted in due time.
As the previous seminars have been attended at full capacity,
please register early as seats and hotel rooms are limited.
Also, please note that the participants have the possibility,
during their stay, to visit the largest international Casino
and Gaming Exhibitions ICE and ICEi taking place at Earl’s
Court, London from January 26 to 28, 2010.
An excellent opportunity to network
27 - 29 January 2010London / UK Marketing
... the 4Ps... are they in balance in your Marketing Plan and activities "Are the 4Ps in balance?" Hosted by Price Place Product Promotion
THE MATERIAL, VIEWS, OPINIONS AND COMMENTS EXPRESSED BY THE AUTHORS, THE SPEAKERS AND THE PANELISTS ARE THEIR OWN AND DO NOT NECESSARILY REPRESENT THE POSITION OF PANORAMA OR EL ASSOCIATION. PANORAMA ACCEPTS NO LIABILITY FOR THE ACCURACY OF STATEMENTS MADE BY ADVERTISERS. ALL RIGHTS RESERVED. NO PART OF THIS MAGAZINE MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM EL GENERAL SECRETARIAT.
Message from the President
Dear EL Members, Ladies and Gentlemen, Dear friends,
2009 has been an eventful year for our as-sociation and many of its Members. At the European level, we have seen very positive developments. In March, the European Parliament adopted, by an overwhelming majority, a resolution on online gambling. In this so-called Schaldemose report, the only EU representatives directly elected by Europe’s citizens once again objected to the commercialisation of gambling and recognised that the Member States have right to regulate and control their gam-bling markets in accordance with their tra-ditions and cultures.
In the other legislative body of the EU, the Council, the 27 Member States have built on the European Parliament’s report, deep-ening the discussion on important aspects addressed by it, such as the fight against the illegal promotion and offer of gambling and betting services. The discussions in the Council will continue throughout 2010. In September, the European Court of Jus-tice ruled that the European Treaty does not preclude a national monopoly for in-ternet gambling, hereby clarifying the legal situation which commercial online gambling operators have wrongly been contesting for years. After the long de-liberations in the bwin/Santa Casa case, the Court is now proceeding quickly with the other cases referred to it by national courts and may come up with a number of rulings in 2010.
With regard to European and national gambling policies, much will of course depend on the political line the new Eu-ropean Commission, which will start its five-year term in office in early 2010, and especially the new Internal Market Com-missioner will take.
The successful year 2009 should motivate us to even strengthen our efforts next year when it comes to advocating a sustainable gaming model from which the entire soci-ety benefits, and not only “happy few”. I would like to thank all EL Members, the General Secretariat in Lausanne and the EU Representation in Brussels for the con-tributions they have made to our associa-tion in 2009 and look forward to hopefully another successful if certainly challenging new year.
Friedrich STICKLER
Speed-of-service for increased lottery sales
Intuitive, easy to use touch-screen layout
Sleek, stylish, ergonomic design
Built-in training mode and extensive
help support
Easy to service and maintain
Wide array of promotional displays
and signs
Enhanced communication to retailers
and players
Retrospective 2009!
2009 has been an interesting and successful vintage!
EL got off to a good start in January 2009 already, when more than 100 participants met in London for the joint EL-WLA semi-nar on marketing. The other semisemi-nars fol-lowed one another and success was ever present.
The highlight was of course the Istanbul Congress which lived up to our expecta-tions, had an excellent participation-rate and a very rich content. It was followed by the General Assembly and the election of a new Executive Committee which met twice since, in September and November. In September, ELU went on its way and more than 40 participants have spent a week sharing experiences and know-how. The seminar on responsible gaming ena-bled the Lotteries to further familiarise themselves with the EL Responsible Gam-ing Standards.
At our next General Assembly in June 2010, we will introduce and honour the first Lotteries to have officially subscribed to our standards.
What can we expect from 2010?
In this Panorama you will find the 2010 meeting agenda. As usual, the marketing seminar will start the season followed by many other meetings.
The most important ones will of course be: - The Industry Days in Barcelona - The General Assembly, also in
Barce-lona, with the official certification of the Lotteries acknowledged by the Certifica-tion Committee
- In August/September: ELU in Portugal
Other meetings for specialists will hold their attention:
- The Seminar on Public Order which will be organised at the same time as the Le-gal Affairs Seminar in Madrid
- The Seminar on Sports Betting which will be organised together with the WLA and the AALE in Marrakech, Morocco - The Seminar on PR/Communication With two new topics though:
- ELManagement: Broad agenda – to-tal time two and a half days. Casework based on various topics. Designated for Directors
- Internet Seminar (legislation, games, li-cences) jointly with the WLA.
A large choice for various needs!
2009 has not been an easy year for many Europeans and as the New Year comes closer, we can only wish all of you that 2010 will be more pleasant and rewarding. Best wishes to you, your families and col-leagues,
Merry Christmas and a very Happy New Year 2010!
Bernadette LoBjoIS Secretary General
The Française des Jeux (FDJ) designs specific commercial merchandise for its distribution network. This is composed of independent retail outlets, which are mainly tobacconists, newsagents and bars-brasseries. The range of FDJ products they offer varies according to their activ-ity, their business potential and their envi-ronment; the level of offers present in the outlets is on the increase.
The merchandise set up in the points of
sale (POS) enables the FDJ to be present all along the consumer’s path and answers several needs: identifying the POS and un-derstanding the offer thanks to the sign boards, window stickers, poster frames; taking bets and checking on the terminal, receipt; publishing information by cash display and retailer’s printer; presentation of product offers and related information on Novéo counters, Espace Joueurs Modu-lo (gaming corners), change tray displays and multi-clips; and lastly automatic vend-ing machines.
For the scratch and draw POS, the FDJ has developed three major products:
- The FDJ Novéo counter has been in-stalled in a major part of the network dis-tributing scratch card and drawing games. It provides a panoramic view of the scratch card games and houses the betting termi-nal. Placed near the cash desk, it captures the attention of the player flow.
- Cash display: placed on the mast of the
Novéo counter, this dynamic display solu-tion permits high-reactivity publicasolu-tion of messages about FDJ offers, POS’s winners and other more institutional messages. - The Espace Joueur Modulo (gaming corner module) completes the presence of the FDJ in the POS; this self-service in-stallation gives the player easy access to the entire range of draws and sport betting games by providing the betting slips and information on the games (posters show-ing the results, list of matches, etc.). It is equipped with wide writing tables and in-dividual accessories (pens, scratchers) and provides a comfortable gaming space. As it is adjustable it can be adapted to the differ-ent layouts of each POS; its positioning is also adaptable to suit the type of POS. In addition, we have had to develop special equipment in order to install the Rapido game in the bar zone, by means of ticket holders, a screen for displaying animated features, and various signage elements. For the POS with scratch card games, vari-ous specific materials have been developed for signage and presentation, adapted to available space and the commercial poten-tial of the POS.
The POS offering sporting bets also sell other games: draws, scratch cards and/or Rapido. These POS are identified by spe-cific logos on the windows pointing out the sport brand; inside, the bettor will find all the elements concerning this game offer in the gaming corner. The retailer can provide the list of matches and the odds via a print-er provided by the FDJ or by means of the betting terminal, depending on the POS. The counter is designed on the one hand to ensure the best visibility of the games available, while remaining attractive, er-gonomic and practical for the retailer. It also enables communications to reach the POS via the cash display or the temporary point-of-sale displays set up in different counter zones.
The cash display is an LCD screen fixed on the mast of the Novéo counter; it enables FDJ news to be displayed in real time in addition to messages concerning public health, notices about kidnappings, chari-ties, and so on.
The FDJ has around 900 scratch card game vending machines (380 DAT 8 games and 510 DAT 16 games). They are set up in POS with a high traffic flow such as shop-ping centres or railway stations. However, some of the DAT 8 games are located in city centre bar-tobacconist outlets with a high customer traffic flow. In shopping centres, the DAT is placed as close as pos-sible to the traffic passing in front of the POS, to be used outside. Nevertheless, in order to guarantee a responsible gaming policy and to respect the laws against sell-ing games to minors, the DAT are system-atically placed under the visual control of the retailer, who can disable the distribu-tor with a remote control if necessary. In the city centre POS, the DAT are locat-ed inside the retail outlets so remote con-trols are not required (the DAT 8 games in use for the past 10 years are not equipped with remotes).
Retail Network: priority for
the Française des Jeux
We have measured a significant impact on the turnover of several kinds of merchan-dise, in particular:
- The Novéo counter - The cash display
- The automatic vending machine
The Receipt Checker set up in 2008 in all of our 24,000 POS in real time enables the retailers to provide the bettors with a new service. The material offers the players a better transparency and increased confi-dentiality, allowing them to verify person-ally if they have a winning ticket without having to submit it. Set up in the gaming corner, it also reduces jams around the cash desk and thus helps improve the efficiency of the POS. Dynamic displays are set up in the windows, pointing out the jackpot amounts and game launches, by LCD type screens, LED displays or e-paper.
With regard to its network activities, the FDJ communicates non-stop in its POS, either for recurring events such as the Eu-romillion, Loto and Keno jackpots, or for the launching or the relooking of games. In this case, point-of-sale displays and infor-mation are set up.
Promotional operations can be organized to support a game; generally they are fi-nanced by a gaming fund with a game-type mechanism comprising compulsory purchase and prize draws with lots in kind such as travel tickets, i-pods, etc.
It should be noted that if the games avail-able on the physical network are generally launched simultaneously on the Internet, this channel also provides specific games and adapted activities which are some-times the subject of partnerships.
In the retail outlets, publicizing the win-ners has proved to be an important ele-ment in the point-of-sale activities. For major launches, support operations of the network are organized with travel
tickets as the main prize. The retailers look forward to these operations; they are a genuine catalyst in the development and motivation of the network, which consid-ers these trips to be veritable holidays! Boasting 37,600 POS, the FDJ proximity network is the most important in France. In a difficult economic context, the retail-ers can count on the support of the com-pany, which is demonstrated notably by a sustained investment policy. Maintaining optical networking in the territory by the presence of proximity POS remains the pivot of the FDJ’s strategic priorities, as we strive to offer to the greatest number the possibility of accessing our products in all security.
The UK National Lottery creates around four million winners a week across its portfolio of games. At the time of writing, £36 billion has been paid out in prizes and more than 2,300 millionaires or multi-millionaires have been created since The National Lottery’s launch in 1994.
In addition to this, Camelot, which operates The National Lottery, delivers around £25 mil-lion each week for the Good Causes through-out the UK from the sale of lottery products. To date, The National Lottery has raised over £23 billion for the Good Causes, while retailers have earned more than £3.6 billion in commis-sion from selling lottery products.
In the UK, Camelot offers all of its 28.000-plus retailers an extensive in-store Point of Sale (POS) kit, which is free of charge as part of their retail agreement. This kit includes a Playstation, digital media screen, Scratchcard dispenser, in-store communications and ex-ternal signage.
The Playstation is based on the idea of a ‘dream bubble’. Its distinctive design has been recognised as being groundbreaking – offering retailers a fantastic marketing tool for promot-ing games and providpromot-ing space for a “How to Play guide and interactive instructions, as well as play slip holders for every game in the Na-tional Lottery’s portfolio. It also features desks at two different heights to allow wheelchair users to play. Camelot, through its experience and expertise, has found that the correct posi-tioning of the Playstation can improve in-store sales by up to 7.5%.
Camelot has provided all retailers with digital media screens, the first lottery operator in Europe to undertake such a feat. The screens are used to promote jackpots and Rollovers, current TV campaigns and new Scratchcard
launches. In addition, Camelot provides each retail outlet with a National Lottery Scratch-card dispenser. The size of dispenser can be tailored to a retailer’s needs to optimise per-formance and sales – and thereby maximise returns to the Good Causes.
Retailers are also provided with regularly-updated in-store communications materials promoting, among other things, mega jack-pot draws, Rollovers and new Scratchcard launches. This material ensures that players are always presented with a clear and consist-ent message, and helps retailers to make the absolute most of the great sales opportunities. Camelot’s Retail Sales Team is on hand to help National Lottery retailers maximise their lot-tery sales and so raise even more money for the Good Causes. The sales team is customer-focused and spends time with retailers to re-ally understand their business and to highlight the benefits that improvements in the way that they sell National Lottery products will bring to their business. To this end, Camelot has developed a programme, ’Perfect In-store Execution’ (PIE), to help retailers make the most of selling National Lottery products. For example, PIE ensures that Scratchcard dis-pensers are fully-stocked with the latest range of games and that POS materials are sited for maximum impact. PIE also focuses on the till area of outlets as research shows that 60% of all purchasing decisions are made here. Over the last 15 years of operating The Nation-al Lottery, Camelot has developed three Play-stations and is currently looking to develop the ‘National Lottery Counter of the Future’. Seeking to maximise the understanding of consumers’ path to purchase, the new equip-ment will be innovative and help Camelot to build an even better and brighter National Lottery during the third lottery licence period. Camelot also provides each of its retailers with a standard retail agreement, a document de-signed to inform and ensure that all retailers
know what is required of them as a National Lottery retailer. Comprehensive and covering everything from IP rights and game rules to details of Camelot’s support services, the doc-ument makes for a good structured working relationship between both parties.
At a time when retailer margins in some cat-egories have been declining, Camelot has underlined its commitment to its retailers by maintaining commission on National Lottery draw-based games at 5%, and increasing re-tail commission on Scratchcard games – now a £1 billion-a-year business – by 20%, from 5% to 6%. With National Lottery Scratchcards enjoying a 70+% increase in sales since 2003, the increase in commission – which was intro-duced earlier this year – is a major boost to retailers’ bottom lines.
Camelot has worked hard to develop what it refers to as the “value of the lottery” – a unique scheme that has shown retailers the value that lottery products, as a category, pro-vide to their business. As well as the obvious cash benefits from direct sales, The National Lottery is a proven driver of footfall in stores. Research shows that one in five customers visit convenience stores, for example, because they want to buy a National Lottery ticket. On top of this, lottery shoppers visit their conven-ience store more frequently and spend on av-erage 45%* more than non-lottery shoppers, a figure that rises even more sharply between 5pm and 7.30pm on draw nights.
Camelot’s relationship with its retailers is vital. The company has a proven track record of in-novation and delivering for the Good Causes – but all of this is only possible by engaging play-ers, and with the enthusiasm, vigilance and hard work of all of its retail partners. By work-ing closely its retailers, Camelot makes sure that The National Lottery is constantly fresh in-store, available to players when and how they want it, and continues to add value to retailers’ businesses – both in lottery pounds and in that all-important incremental footfall.
Camelot’s “value of the
Lottery” programme –
a boost for Point of Sale
Its more than 97.200 points of sale (POS) make Lottomatica the company with Europe’s most extensive network of outlets linked on line in real time. But it is the wide variety of these POS that makes us highly competitive and versatile. 46.000 tobacconists and 27.000 bars throughout the length and breadth of Ita-ly bring us in touch with players of every kind. New agents and shops in department stores, too, constitute a different type of network. Our success has been attained, consolidated and developed through the soundness, sure-ness and distinctive features of our gaming products and technology, together with the attention we devote to the POS in our net-work. Our POS, in fact, are of prime impor-tance for the success of our gaming business, and the professional support, conviction and constancy they dedicate to innovative prod-ucts are equally essential. Together with the development of the network itself, therefore, we pursue an active trade marketing strat-egy through the provision of merchandising materials for use both inside and outside a POS. Window stickers and stand-alone sail-shaped displays bearing our product logos are the most effective for outside layouts because they provide players with an im-mediate identification of the premises where Lottomatica products are on sale. Interior layouts comprise betting slip holders, hang-ing mobiles, and floor stickers that have been a great hit with our retailers. Our aim, in fact, is to endow all our gaming corners, whether big or small, with a characteristic, personal appeal, since we believe that the strong visual impact stemming from their im-mediate recognition encourages people to try their luck: For our “Gratta e Vinci” scratch cards, we have produced Plexiglas display boxes and others of a bar type fitted with branded clips that clearly indicate the price of the ticket. These are installed at the cash register counter where the products most associated with impulse buying are usually shown. The quantity of the materials thus provided is naturally determined by the size of the POS. Self-service vending machines also boost sales in these high traffic points of sale such as supermarkets, shopping malls and city railway stations.
The same strategy has been adopted for the Lotto (numbers game). Extra attention is de-voted to the area where people fill in betting slips that has been made both very attractive and highly functional. The outfit provided when the new game 10eLotto with its draws every five minutes was launched in the mid-dle of December on an experimental basis through 5000 POS included both specific bet-ting slips and freshly created POP materials, and monitors for viewing the draws.
A different arrangement has been devised for “Better”, Lottomatica’s brand for fixed-odds gaming. The POP materials - are presented by modules located in “gaming corners”. The
advantage of this solution is that each POS can set aside the space it wishes for its sport wagers corner. Lastly, mention can be made of our BetterSlot project, namely the stocking of POS with specific features (plenty of room and high flows of players) with the whole range of Lottomatica’s products, particularly the Slots. The aim of BetterSlot, in fact, is to offer our POS the chance to increase their business through the use of specific comple-mentary furnishings for each product, and bettors an opportunity to enjoy the experi-ence of entertaining and satisfying gaming. Lottomatica constantly direct its interest to the attainment of greater efficiency and result maximisation by its POS network. To help its retailers, the Lottery has created many forms of incentive programmes. Nationwide, promo-tion initiatives directed to bettors equally ben-efit POS owners. There are also game-specific trade incentive plans. Lottomatica runs an-nual prize competitions for its retail outlets, designed to reward those with the best per-formance over a given period, thus rewarding more than 6500 POS on average every year.
Europe’s most extensive
online retail Network
Incentive programs
help Mifal Hapais retailers
Mifal Hapais in Israel has established a business arrangement with its retailers, based on sale targets. Each retailer is given a target for each product and the store performance is constantly measured up to that figure. In addition, the Lottery has set up a number of important rules for its retailers: Specific opening hours, regu-lar replacement of signs, obligation to any campaign or product launch and visibility of Lottery products.
To show support to its retailers and en-courage them to make a commitment to reach their targets, the Lottery launches annually a big incentive program, valid 6 to 8 months and aimed at 1,800 retailers out of the 2,500 in the network. In addition,
many promotional programs are offered to specific retailers.
Due to the diversity of points of sale (POS), each store has specific needs and it is not possible to place a one-size-fit-all equipment everywhere. Therefore, the Lottery supplies a variety of dispensers
and cabinets in order to accommodate dif-ferent space requirement of the retail en-vironment. Also, because counter space is at a premium in some stores, the Lottery has designed special stand-alone units to give a place for the public to scratch their tickets on site.
Three years ago, Mifal Hapais realized the importance of a much- needed improve-ment of its retail space. Building that cost in its annual budget, the Lottery has been renovating some of the leading stores, to make them more attractive and more cus-tomer-friendly. New and more informative signage is being added. By increasing the flux of customers in these stores, games sales are expected to go up as well.
Product display and attractive dispensers:
a sure added value for Loterie Romande
Loterie Romande (LoRo) has developed a series of furniture to provide display and high visibility for its products. This equip-ment presents in most part a specific dis-play concept according to the type of prod-ucts. Depending on the point of sale (POS) and its concept, this equipment is manda-tory for retailers. Exception is made for cer-tain chain stores that have developed their own displays.
Product presentation is done differently de-pending on the games. For the number lot-teries, tickets are presented in mini-towers and other indoor furniture and outside on stands. Instant tickets are recessed inside
dispensers offering key presentation areas for maximum game exposure: For example, the bottom or center of the display window is reserved for “novelties”. These dispens-ers can also fit rolls of tickets that are pre-sented on top of the dispenser thanks to an electrostatic pouch. POS have access to all sorts of merchandising components – some in the form of kiosks, others as table top-pers, garlands, outdoor easels, small post-ers for customer-screen, postpost-ers, bulletin
holders, and more.
A Sports Betting communication network (posters) is in place in the most important POS (1000 POS out of 2800), and a dedicat-ed retail network for Sports Betting is cur-rently being set up among 10 points of sale. The Lottery POS currently can use 3 dif-ferent automatic tickets vending machines. The DistriDuo (530 machines) and the Dis-Tribolo (250 machines), mainly used in the Horeca POS, and the distriloro (or ITVM) installed in train stations or shopping cent-ers. Besides the self-contained support they offer retailers, these vending machines clearly generate additional sales because they trigger an impulse purchase and at-tract new players.
A DistriDuo generates on average a turno-ver of about CHF400 per week, or more than CHF20.000 annually. As for the recent-ly launched DisTribolo, sales of distributed tickets have jumped more than 70%. The advantages are their full acceptance by re-tailers due to their easy installation and low maintenance, and also the added value of impulse purchases triggered by the prime visibility of lottery products.
Retailers act as middlemen between LoRo and players. It is therefore essential for them to understand perfectly the games and be motivated to promote them in or-der to achieve their sales goals – Thus, the importance for the Lottery to focus on re-tailer’s training. In addition, one or twice a year, incentive programs among retailers are launched to thank the most active POS. Some of these programs target the special event ticket such as “Le Million”, which is
a challenge requiring a serious sales ap-proach from retailers. Other incentives are applied to “Swiss Loto” and “Plus” games and opened only to POS equipped with terminals. The performance of these POS is established by comparing their sales per-centage for the “Plus” game against their “Swiss Loto” game sales during a specific period, and the best POS are rewarded.
A productive relationship
in Catalonia
TIPOS offers its products and serv-ices to play-ers through three distri-bution chan-nels: Brick-a n d - m o r t Brick-a r points of sale (number and instant lotteries); Internet (number lotter-ies, sports betting, casino games, instant games and bingo); and SMS (number lot-teries except for KLUB KENO). Each of these distribution channels has its specific marketing strategy and promotional tools. TIPOS recorded 2,150 active POS with more than 2,200 terminals on line. Off-line sale is aimed solely at instant lotteries and there are more than 1,300 POS. All retail-ers work with the Lottery either with a con-tract or on a commission-based agreement. In these shops, placement of lottery prod-uct is very important as well as the type of equipment and promotion materials. Every advertising item must emphasize the visual concept of a product line: For instance,each number lottery game has its own col-our – allowing customers to immediately identify the game. TIPOS decision to install specific equipment in a POS depends on various factors such as the establishment size, layout of windows, furniture and cash register, as well as sales performance. TIPOS supplies announcement boards for single games jackpots displayed on win-dows; Billboard in a shape of totem for LOTO Jackpots (the most popular game in Slovakia); External racks showing, per a
re-tailer’s needs, promotions for players, jack-pots; Banners and outdoor signs with logos of specific games. For indoors, it provides hanging frames to hold posters of current promotion campaigns, monitors (for Klub Keno and jackpots of other games), Lottery ticket holders and other marketing acces-sories. Placement of products must be at
eye level whenever possible, to attract the customers’ attention on jackpots and spe-cial promotions. Products with strong visual attractiveness such as instant tickets are grouped under one unifying header. TIPOS also offers Internet games whose sales for 2009 represent so far more than 40% in sales for TIPOS game mix. This has become an important channel due to the influx of new players (usually younger players or people with a higher education), who did not have any experience with the lottery before. The communication with these players is slightly different. It is done via Internet and through indirect market-ing support on TV, always emphasizmarket-ing the comfort, safety and non-stop availability of this sales medium.
Since June 2009, SMS on cell phones has be-come another interesting channel as TIPOS is using it to launch bets on select number lotteries. Two out of three mobile operators in the Slovak market currently provide the service. SMS betting is transparent, interac-tive and very convenient for users and it is targeting technically inclined groups.
In Catalonia, Spain, retail stores distribute lottery products along with other merchan-dise. The Catalonia Lottery supplies a varie-ty of equipment and accessories specifically designed for POS, but their use is up to the retailer’s agreement. The only mandatory element to sell Lottery games is the use of a terminal, and some POS such as bars need to have a monitor in order to sell the “Loto Express”, a game with draws every 4 minutes.
Great attention is brought to the presenta-tion of games in a store and for that reason, the Lottery has created merchandising el-ements such as outdoor signage to clearly identify the shop as a Lottery POS, adhesive door signs to reinforce the relation of the store with the Lottery, blackboards show-ing the Loto drawshow-ing results, displays for Lottery literature and online game slips, instant ticket dispensers, Lottery panels in-dicating where the Lottery funds go. For the launch of new games, the Catalonia Lottery resorts to special marketing tools that could include door or window posters, floor stickers, hanging signs or counter dis-plays for flyers. Sales promoters also sup-port the Lottery’s efforts by making sure shops use as many merchandising elements as possible with the greatest visibility. Visibility and practicality are key factors for
successful POS. The Lottery has designed four different models of a stand-alone cabi-net that will offer game forms, flyers and other informative brochures along with a space for the player to fill in game slips or scratch instant tickets. The Lottery will present this novelty very soon, expecting its implementation in about 40% of POS. The Lottery requires its retailers to play an active role in promoting its products and in exchange offers them great incentives. Retailers receive fixed compensation and support in the form of merchandising posi-tioning, loyalty program with points based on sales amounts and redeemable for gifts, PR campaigns allowing POS to participate in major cultural or sports events, and pro-motional programs targeting both vendors and players.
Multi-channel
Points of sale for the Austrian Lottery games and those that sell sports betting products are presented in the same way, of-fering an identical image, easy to identify. Points of sale of lottery games are also al-lowed to take sports betting. The games presentation is essential in the commercial approach of the Lottery and this
environ-ment must allow players to feel at ease while providing a convenient and fast service.
For this reason, the design of a game counter in a store is very important.
In terms of practicality, there are dispenser filled with all betting slips and information material for each game. (Lottery games, Sports betting games). Further-more there are various dispenser offering instant tickets (scratch, break open). Ad-ditional advertising material as high qual-ity posters for Lotto or EuroMillions are designed to attract customers. In some POS there are designed counters where the player can fill in his coupons or scratch the instant tickets. The POS are also equipped with terminal customer displays which show general information and advertising. 10 % of the retailers offering all products are equipped with a monitor in their shop window to attract passersby with commer-cials.
POS which sell all Lottery products are equipped with a sign on the outside of their
shops. Most of them have illuminated signs with the logos of each game.
For promotions, POS may use, depending on space which is reserved for games, other advertising materials to draw the attention of customers, such as large posters, signs or wreaths hung from the ceiling. Lottery urges the concept of optimal placement of gaming products in a business environ-ment where competition from other adver-tisements such as those for cigarettes is very high. But not all POS may be able to increase the visibility due to lack of space. The retailers training is another important factor because it allows them to have ad-equate knowledge of product offerings, the use of the terminal, the mission of the Lot-tery, the laws governing gambling, Respon-sible Gaming and positioning of effective advertising and information to players in a POS. For new retailers there is a manda-tory seminar “how to sell lottery products” which is offered also to existing partners on a voluntary basis.
In Austria, optimal
placement of gaming
products in a point of sale
Touch-screen terminal:
a successfull promotional
tool in Slovenia
The Slovenian Lottery Sportna Loterija d.d. works in partnership with its retailers, mak-ing recommendation on how to position the Lottery promotional materials, but the overall presentation of the store remains the shop owner’s responsibility. A variety of lottery equipment to improve the visibility of lottery games and promote this type of merchandise is provided to the retail net-work: Ticket dispensers at cash registers, stand-alone cabinets or tables offering fly-ers and game slips, postfly-ers, pencils, infor-mation screens and touch-screen terminals. At select points of sale (POS) such as gas stations, betting agencies and stores that do not offer the typical lottery games, touch-screen terminals have been extremely suc-cessful in promoting the Lottery, improving
at the same time the POS returns.
Beyond betting agencies that typically dis-play the games literature and slips in a very prominent way, regular POS are encour-aged to position lottery information and tickets in key location such as right on the counters, near cash registers or other good locations in the store. Every once in a while, the Lottery will run special promotional activities for its retail network, but only at specific POS such as Post Offices. Another promotional approach is Internet games but this sales channel is not highly pro-moted, except during special sports events. The Lottery relies heavily on regular POS for its marketing efforts, as they still are the best performing environment for promoting games of chance in Slovenia.
A clean, organised PoS is
an inviting space in Hungary
Best retailers are rewarded
by De Lotto
Szerencsejáték Zrt does not require from its retail partners the use of any particu-lar design for their shops. Most important is to present a clean and organized POS, and to operate in conformity with the legal requirements such as presenting clearly to the public all the terms and conditions of participation in a game; Ensuring that no one under the age of 18 play any games, etc. Also, the Lottery asks its retailers to use as often as possible the marketing materi-als and displays sent to them. Some stores receive special promotional tools from the Lottery in the form of branded labels, stand-alone cabinets, flags, flyers, posters
and bulletin boards showing draw results. The location of signs throughout a store is crucial as they are the most productive mar-keting approach. Although it is not always possible, retailers are required to place pro-motion materials of new products at eye-level for the best impact. With POS located in railway stations, underpasses, buildings, malls, etc… there are a wide variety of floor spaces and conditions, but finding the best place to promote any new products is
al-ways on the agenda. In a POS, the most impor-tant thing is that players can get all the information they need. For their dai-ly operations, retailers are s u p p o r t e d by 2 kinds of
terminals: E5 and MX. Approx 900 type MX terminals and 3800 type E5 terminals are in the front line. The Lottery has plans to change the type E5 terminals with new ones by 2014 to help its retail network grow their businesses with improved technol-ogy. To build up a good relationship with its retailers and motivate them in selling
its product mix, the Lottery offers training sessions, good sales commissions (5 to 6% for online games and 9 to 10% for instant games), sales meetings organised every 6 months to discuss new promotions and fu-ture goals as well as monetary incentives. Incentives are organised, to keep a shop’s owner motivated. Also, the use of random checks and mystery shoppers has proved very effective.
Lottery retailers in The Netherlands must strictly follow the guidelines of the Dutch Betting & Gambling Act and must operate within the law such as for example refuse to sell to under-age customers. De Lotto con-siders its retail network as a continuation of the Lottery’s promotional campaigns and POS must make their best efforts to sell and promote De Lotto’s products. In exchange, and through incentives organized among retailers, the Lottery rewards the retailers with prizes for the highest sales recorded in a specific period.
The presentation of displays and other
ad-vertising materials at POS is important to promote lottery games. Lately, it has come to the attention of the Lottery that games and brand materials might not be posi-tioned to get the best visibility or are not attractive enough to have the expected
im-pact on cus-tomers. An evaluation of that situation is being con-ducted and the Lottery expects that the results of the research will help find a solution to improve visibility, product information, promotion and in the end tickets sales.
Dutch POS are usually equipped with wa-gering terminals and in 2010, the Lottery will install throughout its network brand new terminals that will provide retailer and player screens. Due to the impulse
charac-ter of a pur-chase of lot-tery products, best efforts are made to display instant tickets and as many other games as possible, depending on space, at or near the cash register. Lottery promo-tional and informapromo-tional materials also are placed surrounding the POS counter when-ever possible. Each POS sells the whole Lottery product mix: Instant tickets, Lotto, Lucky day and Toto games.
Terminals added services:
great for PoS in Lithuania
OPAP agencies are dedicated to the sale of traditional lottery and sports betting. In-stant games are not offered. All games can be played at any POS and are offered ex-clusively via online terminals. The sale and presentation of Sports Betting is the same as all other games. POS counters have a transaction terminal as well as a customer display. Display cases are provided for game slips and all lottery-related equipment bear the lottery logo. Agencies also have at least one TV screen for the Keno game to show draws occurring every five minutes. A new
corporate style is designed for all agencies. The use of vivid colors, sophisticated ma-terials and shiny finishes creates a pleasing game atmosphere. The signs on the coun-ter and throughout the store are purposely placed to be highly visible and to re-enforce the brand. Counters are modular. They come in six different shapes and can be manufactured in different sizes to fit the particular layout at each store.
POS are equipped with self-service termi-nals placed on tables or counters and cus-tomers play any game with a smart card preloaded with game units at the main on-line terminals. Most shops have one or two online terminals and a few have three or four, depending on the volume of sales. The majority also have additional TVs to show sports events.
A lottery POS must be clearly identifiable to strengthen the brand and an important part of this identity is the store façade. Store-fronts will mostly have the same fascia of metal panels, blue and orange, the OPAP logo above the main entrance and backlit
streaks of blue, yellow and red lines. The extensive use of OPAP logo and its colored scheme create a conceptual design linking the brand, the games and POS. Greece has extensive local architecture that needs to be preserved, and special consideration is made for these areas.
A new system to evaluate retailers is cur-rently under consideration. The proposal links retailers’ performance to corporate
goals in few specific dimensions such as regulatory compliance, quality of service, logistics and financial performance. About 86% of the 5000+ retailers have signed a new contract with OPAP. This new contract streamlines the rights and obligations of each party and consolidates the relation-ship of the network with OPAP.
The Lithuania Lottery designs the POS game concept and all lottery retailers are required to use that particular design and presentation. Online games are offered in retail environment by ways of termi-nals, equipped with customer display. All around, posters and other type of
advertise-ment clearly mark the game unit. Points of sale also provide instant tickets and present them in display cases. A stand-alone cabi-net where players can fill in their game slips is usually part of the equipment mix. Particular attention is devoted to the eye-catching design and the positioning of signs in the store, in order to use them to their full advantage for visibility and publicity purposes. Additionally, large posters are added in the lanes.
The Lottery has updated its technology input at POS and with this improvement, returns have seriously increased since Lot-tery terminals now offer new services such as mobile phones top-up and bill payments. The Lottery plans to go one more step and
add LCD advertising screens to their retail terminals.
The Lottery closely works with its retailers by encouraging them to add more lottery informative posters as well as ticket holders throughout the stores in order to increase the awareness of the latest instant games. To motivate its retail network, the Lottery supports various promotional campaigns to benefit their best retailers, and some of the incentives are to pay retailers extra commissions if their returns have increased over the previous year. Also, some mone-tary prizes are presented to POS employees when sales plans have been fulfilled.
Greek PoS linked to strong
brand Identity
A trade marketing plan
supporting PoS in Italy
Although SISAL has established a website where consumers can go and play, Italy’s best lottery points of sale (POS) remain the traditional brick-and-mortar retail shops. After extensive research on the best po-sitioning of logos and advertisement, Sisal has developed in 2009 a visibility guideline for its retailers, showing them how to use promotional materials and install the new
merchandising signs in the best viewable location. Based on the “capture-power” program, SISAL has invested in new signs and special materials for outside the store
to attract the attention of potential con-sumers. And consequently, the Lottery has improved the “Conversion Rate” - the index that measures how much attention is trans-ferred to the sale.
This year too, Sisal has invested more than 4 million Euros to set up a Trade Marketing Plan highlighting in-shop support materials and special incentives for the retailer. Currently, POS use stand-alone cabinets for flyers & game slips and special cash regis-ters called “Leonardo” which have been very well received by the consumers. Re-tailers can use TV screens to present Sisal TV Channel. Games throughout the store are presented separately.
Sports betting games are sold in differ-ent venues. SISAL has a special network of about 4,000 POS called MatchPOINT: About 150 POS are Sports Betting agencies
and the rest are bars where betting prod-ucts are presented in a special way. With the success realized this year, SISAL will continue investing in the improvement of its POS network throughout 2010. Sisal is already working on a special project to develop a new POS concept that will be im-plemented next year.
In 2000, WestLotto commissioned a design company to develop a modern concept for its points of sale. The idea was for points of sale to be easy to identify, offer a pleas-ant and informative environment and to differentiate them from illegal operations. With financial assistance from WestLotto, the points of sale have been fitted accord-ing to the “Design 21” model – and this style is now compulsory for all new sites opened. In addition to a play stand where the play-er can fill out a lottplay-ery slip, each point of sale also offers a sales counter that has a touch screen terminal for the salesperson as well as the customer, and a corner for
instant win tickets. Above the cash drawer are instant win tickets and light boxes with the word “LOTTO”. Wording indicates the different tickets and therefore makes the service user-friendly. The concept gives a harmonious look to the entire module. This new concept for the presentation of game products – using colours, spot light-ing on company signs and ergonomic furni-ture – gives the sales points a modern and friendly look. However, the presentation of information and views on excessive playing are made clear across the whole shop area. This is an extremely important aspect for WestLotto points of sale because, in accord-ance with German law, the advertising of games, which has been reduced to a mini-mum, should in no way encourage the pur-chasing of tickets. The advertising area of a point of sale should essentially be reserved for public information on the prevention of excessive gambling and the protection of minors, and should give details of help centres. However, it is permitted to dis-play general information about the games offered in the window or inside the point
of sale. However, shops with online games have been prohibited from 1st January 2008. In a point of sale everything has been designed to comply with the law on gaming. For this reason WestLotto has several requirements when an enquiry is made with regard to opening a point of sale: the retailer should have a fairly large space which can hold all the required signs as well as the fitting of the play stand. In or-der to ensure a completely legitimate range of games and to meet standards, WestLotto also stipulates that its retailers must under-take practical, technical and type training for dealing with gaming products before they can become a licensed agent. On this basis WestLotto has highly qualified staff at the service of its players at all its points of sale.
Points of sale:
new design, qualified staff
and prevention
Standardised PoS
Equipment Project in the
Czech Republic
Product display: key
communication tool for MSL
SAZKA requests that the points of sale (POS) of its contracting partners (agents) who sell its lottery and non-lottery prod-ucts, meet certain standards for providing those services. In 2007, SAZKA launched the Standardised POS Equipment Project, on the basis of which the company equips, under certain conditions, the POS with on-line terminals. Today, the basic equipment is compulsory for each new vendor in order to get a Lottery contract.
SAZKA places its terminals in general retail outlets (most typical POS are tobacconist and newspaper shops). Other retailers in-clude gas stations, post-offices, and res-taurants. SAZKA standardised equipment catalogue includes approximately 70 items, making it possible to equip any kind of POS and any space availability. The terminal is located at the cash register and offers a presentation space as well as a scratch tickets display case. Another component is a writing desk with an information system showing promotional and player informa-tion materials. If there is no space, the in-formation system alone is installed. Other displays are also used to promote the sales
of fast-draw games (Keno, Lucky Lines, Dice, etc.) and to present odds bets. Special attention is paid to the presenta-tion of SPORTKA (Lotto 6/ 49), with the current jackpot amounts presented in POS windows. This project is supported by a contest for retailers, who are financially involved in the appropriate presentation. Projects of this sort show long-term
effec-tiveness of up to 90%. Not everything is installed in every POS. For example, the displays showing fast-draw game results are placed exclusively in high traffic areas such as shopping centres or in locations with a large population. Placing such equipment is only worth installing in POS that generate above-standard sales.
The Lottery signs agreements with its re-tailers for an indefinite period of time. Reg-ularly, motivation programs are designed for the retail network for different types of products or POS evaluation projects that reward good performers with special bo-nuses in the form of merchandise prizes. Also, the Lottery holds regular meetings with its top retailers and invites them to so-cial and sporting events as well as cultural events held in the Lottery’s multipurpose hall – O2 arena.
In Ukraine, MSL products are distributed through three different channels: The Lot-tery’s own retail agencies, independent agents and a network made out of the State
Post Office centers and select banks located in key areas. MSL handles all the merchan-dising as well as brand and trade marketing activities at POS.
Product display at POS is a key communi-cation tool for instant games: Not only do retailers offer convenience to players with separate stands for a place to scratch instant tickets, but also winning tickets are widely used to promote instant games throughout the whole store. Ticket dispensers, coupons and other product related materials are well presented near cash registers or other ar-eas of a store for the best visibility. Jackpots are clearly displayed too. Whether indoor
or outdoor, the Lottery attractive market-ing approach is a constant reminder of the games.
Some POS are equipped with LCD screens which allow to market fast-play games such as Pick 4 with draws every 8 minutes. The Lottery makes special efforts to promote its products by designing a wide variety of highly visible promotional materials to sat-isfy all agents’ needs: Thus, it does not mat-ter if there is fierce competition from other industries, the Lottery brand at each POS is well marked, well advertised and well sup-ported by the retailers thanks to a sound business relationship established between
Kiosks and mobile
PoS for oNCE
In Spain, ONCE retail network is comprised of only two types of points of sale (POS): Its 8000 kiosks, installed on the sidewalks of the busiest streets and Mobile POS, han-dled by about 14,000 street vendors. The Lottery has designed a corporate con-cept presenting 10 different models of ki-osks, all prominently showing ONCE logo. These installations are in line with the ur-ban environment and fit naturally in the cities. Each kiosk exhibits a similar format in terms of product presentation, location of signs, orientation of the windows and tick-ets, giving the public a sense that this is ONCE space. With street ven-dors, the exhibition of the products is the im-portant factor.
Ticket design does the promotion of the Lottery brand by offering an appropriate concept with clear information on prize amount. And grouping the games at POS forms a sort of mosaic highlighting the at-tractiveness of Lottery products. All kiosks are equipped with a LED screen announc-ing the prizes and communicatannounc-ing promo-tional messages or drawing results. All POS
use online wireless hand-held retail termi-nals that operate via a wireless communica-tion system GPRS, for all their transaccommunica-tions. ONCE has plans to modernize its kiosks with a concept that would be more in line with 21st Century commercial trends, improv-ing convenience for the Spanish consum-ers with multiple services and distribution channels. Recently, ONCE has launched an Internet shop site selling only passive games and Lotto 7/39. This is a very new endeavor and no serious promotion cam-paign has been set up yet, except through the regular ONCE advertising channel and some exceptional promotions such as the Christmas Campaign with gifts remitted to the site’s visitors.
The relationship between ONCE and its re-tail network is unique. ONCE vendors are Lottery’s employees, receiving a fixed
sal-ary plus commission on sales especially on the “Coupon” – a passive traditional lottery game with pre-printed tickets that has been the exclusivity of ONCE since 1938. Also, extremely important and unique is that this retail network is the main basis of work and integration in society for disabled people. By paying more than 600 millions Euros an-nually to cover salaries and commissions, ONCE makes an important contribution to society. In addition, ONCE offers an incen-tive program to his vendors called “Your Best Plan” in which the vendor can accu-mulate points and exchange them for gifts. MSL and its trade partners.
Lottery kiosks are another important factor for MSL product line. The kiosk is in fact the most ubiquitous “convenience store” in Ukraine and as such, it is the trade category of key priority in the Lottery’s promotional activities. Launched in September 2009, the first oddest-type game “Sportliga” is distributed through the Lottery agencies in the same dedicated approach to promotion and information given at all POS and sports events are well announced on all “Sportliga” vending stands.
Player education, product information and promotion, and high quality service at POS remain essential for MSL: All retailers, in-dependent agents included, are trained to cooperate in achieving that goal and receive regularly innovative “how-to” materials to improve their store presentation.
16
Today’s global economic pressures have generated incredible business challenges.
In this climate, we see opportunity. Opportunity to accept, seize and manage
change—to be more competitive in the entertainment industry…and to grow lottery
sales from retail expansion, to implementing best practices, to new media games,
to exciting new business models. We see opportunity everywhere…but more importantly,
we see it for our customers.
Partnering with lotteries…for good causes.
GTECH® is an advocate of socially responsible gaming. Our business solutions empower customers to develop parameters and practices, appropriate
to their needs, that become the foundation of their responsible gaming programs.
Date: 3.27.09 Job #: RDW11665 Oper: JA Round: 1 Ρ∆Ω11665.ινδδ 1 3/27/09 12:01:31 ΠΜ
Veikkaus retail network constitute one of the most important distribution chan-nels. The Lottery has realized that brand identity has a direct effect on the level of sales at points of sale (POS). Because the retail environment offers a strong market-ing channel, reachmarket-ing customers on a face-to-face basis, Veikkaus has developed the ”Key Red Concept” to provide retailers with tools for effective retail marketing such as outdoor signage, furniture concept and marketing materials. The objective of each POS through this new concept is to create a consistent service experience for Veikkaus’ customers – wherever they shop for their gaming tickets. Even more advanced con-cept elements are currently being tested and developed with digital signage.
All Veikkaus games are being sold at retail shops. About 2550 retailers carry Veikkaus brand identity visuals and approximately 650 retailers are considered being “close to Veikkaus identity”. In Veikkaus branded re-tail shops, the “Key Red Concept” presents a very attractive grouping of furniture and signage, creating a specific “gaming area” made of stand-alone cabinets with displays of information literature, gaming slips and other tickets, and a writing space for the players. Each piece of furniture, including the cash register itself, is done in bright red
– the colour of the Lottery, making no doubt about the meaning of this type of displays. Other displays, mainly for instant tickets and syndicated gaming, are presented at the cash register both for convenience and to attract attention on the games: Counter-mounted tickets cases and in-counter tick-ets cases.
Outdoor signage, designed to increase cus-tomer flow at POS, is also part of that brand promotional concept to advertise jackpots and special games campaigns. Almost all marketing furniture and displays are effi-ciently placed inside and outside a store to have best impact. To improve the efficiency of traditional POS, increase the knowledge of Veikkaus’ products and provide con-sumers with real-time information (i.e. on sports betting), Veikkaus has launched a one-year pilot test for digital signage in 17 stores. Wide screens show lottery and game information at gaming areas and smaller screens at counter areas are specifically used for tactical marketing messages. An excellent POS for Veikkaus has also been its Internet games outlet, www-shop. With real-time marketing and information, advertising banners and shopping portals, this channel is very effective for Veikkaus and extremely convenient for players. On-line registered customers are ”joint
cus-tomers” for both traditional POS and www-shop, enabling multi-channel gaming. So far, the Internet shop is showing a higher growth %, although traditional POS sales have increased and should improve if digital signage is finally added to stores.
To help its retail network with better sales goals, Veikkaus provides regular visits to POS by its sales managers and mandatory training sessions designed specifically for retailers. The Lottery’s support activities encompass motivation programs with com-missions on sales and other sales incentives, regional briefings, campaigns with special events designed for the retail chains and shopping mall tours. All marketing and in-formation literature and games slips, as well as online terminals and a help-desk service are provided free of charge. As for the fur-niture concept, retailers and Veikkaus share equally the costs.
Brand Identity at PoS: direct
effect on sales in Finland
Point of sale presentation:
a key factor for ISBB, Israel
ISBB works really hard at promoting its image and games. One of the main tools in this campaign is the lottery retail net-work. ISBB offers franchising contracts to its retailers who receive a 7% commission on sales. The Lottery works closely with its
retailers, either by supporting each partici-pating store with special sales promotions or by helping them design the right shop for lottery products.
In order to strengthen the connections with its retailers ISBB is publishing a bi-monthly magazine to the POS emphasizing personal stories, news and innovations within the organization, tips for improving sales and enhancing marketing. There is also a direct line to the CEO and a special Hot Line for retailers at the telephone Call Center . ISBB designed a prototype model for all points of sale (POS) used for both the in-terior and the exin-terior of the store. This design emphasizes color, signage and branding. Each POS equipment or acces-sory supplied by the Lottery organization,
whether it is tables, chairs, stands, exhibi-tion panels or terminal covers, is uniquely targeting the lottery brand.
A retail counter presentation, as well as the whole store, is a very important factor in the Lottery’s marketing approach. ISBB wants the public to instantly recognize a Lottery retail store and for that reason, each of its POS must have that Lottery special look and feel: A clearly marked brand and a sim-ple friendly marketing atmosphere. More than 50% of the stores belonging to the Lottery retail network present already that same Lottery look.
ISBB has plans to develop even more its re-tail network and one of the key elements will be to come up with a new design concept for ISBB points of sale throughout Israel.
