La Fleur’s: Retailers’ Sales Soar from Lottery’s Modern Signage Pilot

The latest issue of La Fleur’s Magazine takes a look at exciting results from the Virginia Lottery’s new Digital Menu Boards and Digital PlayStations.

Carmanah Signs, IGT, and the Virginia Lottery worked together to test the new digital retail communication platform at a mix of convenience stores, convenience-with-gas, and supermarkets. One group of retailers received Digital Menu Boards, a second group received Digital PlayStations, and a third group received both Digital Menu Boards and Digital PlayStations. Retailers included Kroger, Publix, 7-Eleven, and independently-owned stores.

Year-over-year, the convenience-with-gas pilots grew sales by 9%, convenience-without-gas grew 7%, and supermarkets grew nearly 15%. All three groups outperformed their comparable stores within the same trades. 

“Some really, really big numbers stood out to me right away,” said Terri Rose, Director of Marketing at the Virginia Lottery. On average, the pilot locations outperformed their comparable stores by 5% or more in $20 scratchers, Cash 4 Life, Keno, Pick 4, Powerball, and Print ‘n Play. “And we know anecdotally from our players that they liked it. It makes a huge difference when you can look above the counter and see everything you want to know about every draw game that we feature.”

“The flexibility of this content management platform allows us to change things quickly. And as the person who prints a lot of point-of-sale materials, I see it as an opportunity to save money on printing costs and be greener,” said Rose. 

Carmanah Signs also did a recent quantitative study in North America with Leger on how digital signage impacts customers at retail. 71% percent of consumers who went into a retail environment noticed digital signage. Of that, 69% said it had an impact. Of that, 11% indicated they made a purchase based on what they saw. “I think that reinforces our pilot and the positive incremental sales lift,” said Jason Barrs, Senior Vice President of Global Sales & Business Development at Carmanah Signs.

For more details, read the full article in La Fleur’s Magazine here.