Customer Service
Published on
Customer Service
The Key to Repeat Visits by Lottery Players Online research indicates that core Lottery players are a pretty loyal bunch who love their Lottery retailers and spend extra when they visit. The results are not too surprising considering research from the National Association of Convenience Stores indicates Lottery customers gross profit per visit is 30 percent higher than that of nonlottery customers. Over half of Lottery fans frequently visit the same Lottery retailer to purchase their tickets, and another 26 percent say they ALWAYS visit that retailer. What's more half said the always or frequently purchase other items with their tickets. Visit the Same Retailer When Making a Lottery Purchase
22 percent said because the store "cashes winning Lottery tickets"
17 percent said because the store carries "a good selection of Lottery products"
17 percent said because they "know the owner or staff members"
13 percent said because the store is "knowledgeable about Lottery products" Interestingly, even considering volatile gas prices, only 14 percent of respondents indicated that they choose their retailer based on "lower gas prices" which seems to indicate that good Lottery customers are more concerned about service that simply price. Retailer Quality of the Lottery Service So, what can your store do to become more attractive to these regular, profitable customers? We asked these frequent players what types of service would cause them to shop at a retailer who was NOT the most convenient. A whopping 75 percent indicated there were service factors that would "override" convenience. Are you doing these things? Factors That Override Convenience in Choosing a Retailer 45 percent said "Offer a wide variety of different games"
42 percent said "Get my tickets right the first time"
38 percent said "Cash my winning tickets up to the maximum allowed"
25 percent said "Take the time to explain games or answer my Lottery questions" It's clear that players choose to remain loyal spenders with retailers who know and understand Lottery games and operations. They appreciate selection and good customer service. In order to attract these loyal customers, ensure your staff is well trained in Lottery products, game rules and terminal operations. The Lottery offers ongoing training at no charge to retailers for both new hires and "refreshers." Retailers can reinforce this training by making game sell sheets readily available for staff, requiring them to review materials and going over the materials during staff meetings. * Percentages are of total respondents. Multiple answers were allowed.
The Key to Repeat Visits by Lottery Players Online research indicates that core Lottery players are a pretty loyal bunch who love their Lottery retailers and spend extra when they visit. The results are not too surprising considering research from the National Association of Convenience Stores indicates Lottery customers gross profit per visit is 30 percent higher than that of nonlottery customers. Over half of Lottery fans frequently visit the same Lottery retailer to purchase their tickets, and another 26 percent say they ALWAYS visit that retailer. What's more half said the always or frequently purchase other items with their tickets. Visit the Same Retailer When Making a Lottery Purchase
Factors Influencing Player Loyalty
So what makes these cream-of-the-crop customers choose to be so loyal to their Lottery retailer? Understandably, convenience was the most popular factor, but check out these other tell-tale reasons for their regular patronage:* 43 percent said because of the store's "friendly service"22 percent said because the store "cashes winning Lottery tickets"
17 percent said because the store carries "a good selection of Lottery products"
17 percent said because they "know the owner or staff members"
13 percent said because the store is "knowledgeable about Lottery products" Interestingly, even considering volatile gas prices, only 14 percent of respondents indicated that they choose their retailer based on "lower gas prices" which seems to indicate that good Lottery customers are more concerned about service that simply price. Retailer Quality of the Lottery Service So, what can your store do to become more attractive to these regular, profitable customers? We asked these frequent players what types of service would cause them to shop at a retailer who was NOT the most convenient. A whopping 75 percent indicated there were service factors that would "override" convenience. Are you doing these things? Factors That Override Convenience in Choosing a Retailer 45 percent said "Offer a wide variety of different games"
42 percent said "Get my tickets right the first time"
38 percent said "Cash my winning tickets up to the maximum allowed"
25 percent said "Take the time to explain games or answer my Lottery questions" It's clear that players choose to remain loyal spenders with retailers who know and understand Lottery games and operations. They appreciate selection and good customer service. In order to attract these loyal customers, ensure your staff is well trained in Lottery products, game rules and terminal operations. The Lottery offers ongoing training at no charge to retailers for both new hires and "refreshers." Retailers can reinforce this training by making game sell sheets readily available for staff, requiring them to review materials and going over the materials during staff meetings. * Percentages are of total respondents. Multiple answers were allowed.
