‍Case Study: OLG's Digital C-Store Signage Drives Lottery Sales Growth

Background

The Ontario Lottery & Gaming Corporation (OLG) sought to enhance the lottery shopping experience and boost sales within convenience stores, which accountfor 75% of their sales. Recognizing the potential of digital signage, OLG partnered with a leading provider of digital signage solutions to implement digital c-store signage (DCS) in select retail locations.

Objectives

• Revitalize the lottery retail environment.
• Simplify lottery product selection for consumers.
• Drive sales growth across various lottery categories.

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‍Solution

• OLG initiated a pilot program, installing dual 55-inch DCS units in 50 convenience stores. These eye-catching displays replaced traditional static signage, offering dynamic content highlighting lottery games, jackpots, and promotions. The digital signage was strategically positioned to capture customer attention and facilitate informed purchase decisions.

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Results

The pilot program yielded remarkable results, with a notable 7% average salesincrease across all lottery categories. Specific game categories experienced evenmore significant growth:

• Lotto Max sales increased by 9.1%.
• Lotto 6/49 sales increased by 7.3%.
• Instant ticket sales (e.g., Mega Cash) increased by 8.6%.
• Poker Lotto sales increased by 4.3%.

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These impressive figures underscored the effectiveness of Digital C-store Signagein driving customer engagement and purchase intent

Expansion and Optimization

Following the pilot's success, OLG expanded the DCS initiative to include 250additional stores. The expansion leveraged insights gained from the pilot, including eye-tracking studies that identified "hotspots" on the DCS units where customer attention was naturally drawn. By strategically placing key information within these hotspots, OLG further optimized the DCS's impact on sales.

Conclusion

OLG's digital c-store signage initiative exemplifies the transformative power of digital signage in the retail lottery sector. By replacing outdated static displays with engaging, informative, and dynamic content, OLG successfully revitalized the lottery shopping experience, simplified product selection, and achieved substantial sales growth. The DCS units proved to be a valuable investment, with a rapid payback period of seven months in the pilot phase. OLG's commitment to retail modernization and ongoing optimization of DCS content positions the organization for continued success in driving lottery sales and enhancing customer engagement.

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