The intention with Lotto NZ’s digital signage is to give a modern twist to its marketing strategy and communicate more engaging messages to customers at the critical point of sale.
This comes from Lotto’s chief operating officer Chris Lyman, who says the company has digital signage in about 1,000 of its 1,450 store network.
“Through our digital signage, we highlight new products, advertise the current jackpot, and recommend which tickets to buy. The eye-catching screens also provide a useful platform to showcase lottery-grant stories in the community, ” he says.
The signage provides the ability to tailor content for specific stores and/or regions, allows flexible scheduling (hours, days etc), increases speed to market and enables communication with customers in real time.
“We’re able to advertise at the point of sale in a more engaging and flexible way, than with traditional print advertising. The use of motion graphics enable us to bring images, and content to life through animation, making our message more engaging with customers,” he says.
It provides the flexibility to schedule different messages depending on the day of the week, or even the time of day, to co-ordinate with in-store activity, says Lyman.
“For example, Wednesday and Saturday are the busiest time of the week for Lotto and Powerball sales, so our digital signage will predominantly promote the Lotto Powerball jackpot and ticket options.
“However, on Thursday and Sunday, when more players are checking their tickets, we’ll increase the frequency of signage, sharing the story of funds returned to the community, thanks to Lotto players,” he says.
Lotto also trials different messaging and activations to determine their impact.
Using a number of ‘control’ stores, it assesses the impact of its messaging, and the learnings from this are used to improve the outcome of its digital signage across the whole network.
Digital signage comes with a high initial capital outlay, and a relatively long payback period, says Lyman.
“The use of digital signage is less about creating cost efficiencies and more about creating a great customer experience in-store for our players,” he says.
Lotto introduced digital signage in to the network in 2011, with an initial trial in 600 of its retail outlets. Over time, it increased the use of digital signage so that now the majority of its retail network has it installed.
“We have clear guidelines for digital signage that focus on keeping content fresh, relevant and engaging, while at the same time focusing on our customer’s wants and needs and ensuring simple executions,” Lyman says.
It seems the challenge with digital signage is the same as with all types of signage: keeping it simple.
“The challenge is to… avoid the temptation to see this as the one solution for everything in-store. What we’ve learnt is that you need to be really clear on your objective for the signage, and then you need to be strict about the content you put on it,” says Lyman.
“We need to make sure we’re putting our customers’ needs first – what they want to see, what they need to see in-store, rather than using digital signage as the solution to share all communication.”
His advice for retailers is straightforward: “Be clear about what you are trying to achieve with your signage, and then focus on delivering messages that support those objectives.”
Lyman advises retailers not to get distracted by all the things you can do with digital signage, but focus on what you set out to do and make sure you’re delivering the best output for your customers.
This story originally appeared in NZ Retail magazine issue 747 December 2016 / January 2017