Background

The lottery company wanted recommendations for the location,  format and content of POSM

Insight

Lottery ticket shoppers are pre-occupied by the process of buying their ticket,  and so the majority of their visual attention is on the queue, the staff serving and the counter top immediately in front of staff.

Even when they are eventually served ,  the complex visual background presented by cigarettes, which are normally directly behind the sales assistant, mean that getting the shoppers attention is difficult.

So, winning visibility to queuing customers is of greatest importance when seeking to communicate key messages.

Action

Redevelop the instant ticket fixture with simplified message, shape and location so that it is more visible to queuing shoppers.

Spending on POSM outside the store reduced.

Result

10% to 30% sales ulift

Reference

Frade, A. (2009). Case Study – Instant Lottery. TNS.

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