Retailer Basics
Retailer Basics
Becoming A Retailer
Bring more income to your business, the proceeds of which benefit the students of Kentucky – It’s a win-win! Our success depends on your success and that is why we’re committed to forming a partnership that benefits your business and improves Kentucky’s education. By being a Kentucky Lottery retailer, you’ll increase store traffic and grow your revenue through well-known, well-regarded products. Click here to learn more about Becoming A Retailer
If you have already requested information about becoming a retailer through our customer service number, website or through one of our state sales reps, you should expect to receive a complete licensing application packet in the mail or download it here.
Get to know the Lottery Products offered:
As a retailer, knowing the products that you are offering will make it easier to connect with your customers, increase your sales, and grow your commissions. Don’t expect to know everything right away. Use this training, our website, and your local sales rep to learn over time as our game offerings, and promotions are always changing.
You can also check out our How To Play Brochure!
Terminal Games
A terminal game is a lottery game generated via a lottery terminal in which players attempt to match numbers or symbols on their tickets to numbers or symbols randomly selected, or “drawn” by the lottery or a multistate lottery organization. The Kentucky Lottery offers three main types of terminal games- jackpot games, daily games, and monitor games. Some of these games also offer players a chance to win instantly such as Fast Play (our newest category of instant win games) and Cash Ball 225 with Ezmatch, and can be purchased at: The Altura Terminal, Online at kylottery.com, or at a KY Lottery Vending Machine.
Check out our Draw Game Portfolio!
To produce a ticket: (See Altura in Equipment Guide for more specific details)
Bonus Features
Some terminal games offer bonus features such as :
- Instant wins: This feature gives players the opportunity to win instantly in addition to the draw prize.
- Multipliers: This feature gives players the opportunity to multiply their winnings from the draw prize
- Jackpot: This feature gives players the opportunity to win large, multi-state, rolling jackpots
Check out our Terminal Games Guide here!
Fast Play Games
Fast Play instant win games are the happy medium between Draw games and Scratch games. These tickets can be purchased at The Altura Terminal or at a KY Lottery Vending Machine and do not require a Playslip
These games take the combined total of all the Kentucky Fast Play games and put them into one In-state rolling jackpot.
To produce a ticket: (See Altura in Equipment Guide for more specific details)
Fast Play games offer the following features:
- In-State Rolling Jackpot: This means that the Jackpot will only be won in Kentucky. The dollar amount of the ticket purchased determines the percentage of the jackpot the ticket is eligible to win.
- Instant Win: This means the Jackpot is available to win instantly after purchase. This feature allows the player to know instantly if they have won instead of having to wait for a drawing.
Best Practices
Because terminal games lack the visual appeal of their scratch-off counterparts, it is crucial to follow terminal game best practices:
- Always Promote New Games.
Players always want to know about the next new thing on the market, so use their curiosity to maximize your sales and generate revenue for your store by always encouraging players to try the new game at your location first.
- Always display game signage so that players know the games you offer at your location.
Advertising games helps to raise awareness for your customers so that they are more likely to purchase the games and increase your sales and commissions.
All marketing materials are provided to you at no cost.
- Always Keep Playcenters stocked and organized.
Keeping the playcenter clean and organized, as well as having playslips stocked and available at the playcenter allows players to create the ticket they want to print in advance so that retailers can just feed the playslip into the terminal and generate the desired ticket. This in turn saves both the retailer and the player time.
- Promote High Jackpots For Maximized Sales.
Everyone wants to win big, so use the Big Jackpots to encourage players to purchase their chance to win it at your location.
Example: Ask Players: Have you seen how much the (Insert Game Name) jackpot is today? Have you gotten your ticket yet?
Scratch-offs
Scratch-off games are games that require the player to scratch off the latex on the ticket to reveal their prize. These tickets can be redeemed instantly.
To purchase a ticket: These tickets are available for purchase from the retail counter or from a Kentucky Lottery Vending machine.
Note: Scratch Games are always changing depending on the supply and demand, so the following games are just examples of the types of tickets for each category
Check out our Scratch-off Guide here!
Categories
- Families of Games
- Multiplier
- Extended Play
- Seasonal
- Licensed Trademark
Ticket Format
All Scratch-off tickets share the same basic format. They may come in different sizes, and dollar value but the barcode locations and purposes are the same for all.
Best Practices
Lottery tickets are delivered to your store by UPS or Lottery Sales Rep. Packs are assigned to your retailer number and cannot be activated or sold by any other retailer.
It is important to do the following when you receive an order:
- Ensure an invoice was included with your order.
- Match game and pack number of each pack received to invoice.
(If there are discrepancies call our retailer hotline at 800-937-8946.)
- Scan barcode on top right of your invoice at the Altura Terminal to Confirm Instant Ticket Order.
· Save invoice for bookkeeping purposes.
Before placing tickets into backstock:
- Record packs of tickets on the Ticket Inventory Log for tracking.
- Date packs with a magic marker or pen using the invoice date, not the day you receive them.
- Store tickets in a secure place until needed.
- Stacking tickets by date and price point will save you time when looking for tickets to restock empty bins
Always Activate tickets before adding them to dispensers or vending machines.
Rotate ticket inventory using the oldest dated packs first so you may sell out of a pack before being billed for it.
NOTE: Packs will be billed even if they are not activated. See more in our Billing section in Retailer Accounting.
Instant Ticket Daily Sales Log:
This Log is used to track scratch-off tickets sold from the dispensers on the counter.
Please note that these logs are also used by security investigators if you have a ticket theft. So, they need to be updated and maintained for accurate daily inventory.
Always Keep Tickets Fully Stocked.
Keeping your tickets stocked and available for purchase is a very important factor when maximizing your sales. If tickets are not available for purchase, then you are losing sales as well as commissions and retailer incentive bonus opportunities.
Always Keep Tickets On Plan-O- Gram.
Plan-O-Grams are designed to display merchandise in the best way to maximize sales. Our Plan-O-Grams give retailers the top games for the space they have and then display those games from highest price point to lowest as well as keeping game families together for the best visual eye-catching layout. This will draw your players in and help them to find what they are looking for quickly.
Always Activate New Games On Launch Day.
New Tickets are released Quarterly. Players are always waiting for the next new ticket. During Game Launch your sales see a significant increase. Retailers that activate new games as soon as they are available see an even higher increase than those that don’t. So, to maximize your sales always have new games available to your players as soon as they are released.
(Retailers that activate early on Game Launch Day are eligible for the early bird promotion prize giveaways. )
Promote New Tickets During New Game Launches.
Use new Games launches as a time to increase your sales. Players get excited about new tickets so suggest they try their luck with one from your location.
Encourage players by asking: Have you seen those new Scratch-off tickets that just came out?
Retailer Partial Pack Return Guide
Promotions
Promotions refer to the entire set of activities, which communicate our KLC products to the public. We provide product promotions to make people aware, attract and induce to buy our product. Promotions help build traffic at retail locations that creates a win! win! opportunity.
Events consist of planned public or social occasions.
To learn more and be informed on what current promotions or events are going on visit Promotions and Events
Coupons consist of 3 types: digital, printed and at the Altura terminal. Visit our Coupon Quick Reference Guide to learn more about KLC coupons.
Retailer Incentive Program
Goals and Objectives
To develop a program to exceed the State Sales Scratch Off Quota for the current Fiscal Year
To provide financial incentives beyond standard fees for Retailers achieving outstanding sales performance.
To provide a compensation program that is fair and equitable for all KLC Retailers.
To provide an incentive for KLC Retailers to increase lottery presence and sales.
To provide an incentive system that will motivate retailers to promote and sell lottery games throughout the fiscal year.
To qualify for the Excellence in Execution visit our Retailer Incentive Plan web page to find out more.
Winner Awareness
Create a Winner Awareness Area in your business to display winning tickets you have sold or validated.
Players like to know that winners are out there and that they can win close to home. In showing winners from your location, you draw more players in for their chance to be the next big winner which in turn increases your sales.