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La Fleur’s 2014 Lottery Symposium &Retailing Summit Program
Schedule Sunday, June 1 – Opening Night Reception (5-7 pm)
The theme for La Fleur’s 2014 Lottery Symposium & Retailing Summit is Click & Mortar. The D.C. conference marries programming on traditional lottery retailing with a look at new online launches.
The D.C. conference will keep a laser focus on the Reality of Retail—challenges and opportunities. The conference will feature speakers from prominent chains currently licensed to sell lottery ticket, such as 7-Eleven, who will talk frankly about their business needs. U.S. lottery retailers earn approximately $4 billion in annual commissions and bonuses, which is a significant contributor to their businesses’ success.
Gary Grief, President of NASPL and Executive Director of the Texas Lottery, will sit on a lottery director-retailer panel at the symposium that will explore ways that the lottery industry can maximize sales growth through the traditional lottery network. Grief has a passion for retail and its importance as a link between the lottery organization and the lottery player. “Our retailers are the absolute key to our success,” Grief told La Fleur’s Magazine in its November/December 2013 edition. “My goals for the year include a collaborative sharing of the information we are gleaning across the country in every jurisdiction that is having success in retailer recruitment and/or retainment, and leveraging that information such that all lotteries can focus ‘best practices’ on growing and maintaining their retailer base.”
Product marketing presentations will focus on instant and draw game trends for North American lotteries. There will also b e a lottery director panel discussing the performance for national bloc games as well as current and startup regional bloc games. The widely discussed $5 premium game will also be a topic.
U.S. lottery sales for traditional non-bloc draw games took a hit with calendar 2013 sales, with the exception of keno. Canadian lotteries experienced sales growth in every product category except LottoMax and spiel. There will be case studies on lotteries experimenting with non-traditional games, such as short-run draw games, instant-online games and machine vending.
On the instant ticket front, lotteries are benefiting from best practices research on game themes, designs, price and prize payouts. There will be special presentations on growing the $5 scratcher category and implementing apps as a tool for second-chance drawings to attract millennials. In calendar 2013, instant sales grew 4% in U.S. and 6% in Canada.
In the United States, the nascent online lottery business is making steady progress in 2014 as additional state lotteries launch e-instant games, offer fast-draw online game sales, implement online subscription sales, add online second-chance multi-jurisdictional game programs and offer transactional mobile apps. Moreover, with VISA scheduled to change the merchandise category code to MCC 9399 for state-operated lotteries on April 1, 2014, U.S. lotteries will offer an easier mode of payment to process payments on their networks. The conference will feature lottery case studies on launching Internet sales programs.
A Lottery Marketing Director workshop will provide a look at fiscal 2014 performance, evaluating the sales for scratchers vs. draw games, new opportunities to utilize social media, potential for online products and a peek at fiscal 2015 launches.
The one-day La Fleur’s Retailing Summit on Wednesday, June 4 will provide a networking opportunity for lottery executives, vendors and retailers to network and exchange ideas in an informal environment. It runs from 9 a.m. to 3 p.m. There will be programming on gift cards, dispensers, lottery signage, point of purchase display, DSR support systems and gas station and ATM transactional processing.
The summit will also feature case studies for successful lottery jurisdictions that have built partnerships with their top performing chains. Lottery executives report key to long-term success is a willingness by management to try innovative things with its lottery and a receptive attitude to find ways to build the business through proven sales mechanics, such as planograms, automatic inventory recorder and in-store clerk incentive programs.
The lottery sales director panel will examine “national solutions” for licensing and accounting. The industry must find a consistent solution to the back office side of chains. Lottery organizations and vendors agree that the traditional retail space offers significant opportunities for year-over-year growth if lotteries can attract new business styles, such as Big Box retailers, expand existing footprint in grocery stores and pharmacies and spin off new lottery-operated stores in high-traffic venues.
La Fleur’s 2014 Lottery Symposium & Retailer Summit will also feature the industry’s first ever Advanced Lottery Retail Laboratory (ALRL). The ALRL will be the home for the latest in experimental point of sale (POS) enhancements designed to aid the lottery agent.
The ALRL will be set up like an optimized lottery convenience store of the future, complete with signage, remote and digital play options, display material, play stations, instant ticket dispensers and DSR support systems, etc.
La Fleur’s Magazine would like to thank the following: D.C. Lottery (co-host of the D.C. conference) as well as our Dual Program Sponsors (GTECH Corporation and InComm) and our Symposium Program Sponsors (Karma Gaming, INTRALOT, Inc., Pollard Banknote and Scientific Games) and our Summit Sponsors (Hudson Alley Software, Linq3, Pro-Lite and SSI).