Lotería de la Ciudad

Shopper Marketing in Lottery Agencies | New Jackpot Signs

Context

Given that the POS accounts for over 80% of loteric sales in the City of Buenos Aires, retail is a strategically important channel. But because of their cluttered, outdated, and dehierarchized communication arrangement, agency windows only capture 5% of the circulating public, out of 80%. Furthermore, if we also add the 3 million Buenos Aires commuters who come and go from the city each day and can be prospective new customers, this represents an even bigger loss.

Strategy

Attract a significant portion of Buenos Aires daily commuters with a similar value proposition by implementing a unique and eye-catching visual system in the agency windows to obtain part of the market share from the main rival, Lotería de la Provincia.

How we did it

We designed and standardized a fast implementation planogram, which included new easy-to-read and customizable jackpot signs to highlight the most relevant products to the business goals. By doing this and avoiding polluted communication in agency windows, we generate disruption in circulation, ensuring the rapid recognition of the current jackpots for each game and promoting unplanned purchases.

Three months after its implementation, a 15% increase in market share was obtained due to Buenos Aires commuter acquisition, and 12% of local new consumers were driven by the improved agency window distribution, generating an increased purchasing frequency. We also helped to reduce printing costs by 80% without sacrificing effectiveness by implementing these new customizable jackpot signs.

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