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Retailer Training Material

Helpful Tips

Coupons

  • Direct Mailings
  • Special Events (State Fair, Region Festivals, etc.)
  • Some Sponsorships (University of Louisville games-‘Ultimate Ball Race’ ,etc.)

To redeem a coupon;

  1. Activate the CCD reader by pressing the ‘COUPON’ key located below the number keypad on the ISYS terminal.
  2. Scan ticket barcode with reader.
  3. The terminal will automatically validate the ticket and print a Coupon Credit Receipt.
  4. Staple receipt to coupon and retain for daily balancing.

Remember, all coupons MUST be scanned on the terminal in order for credit to be received.

If coupon does not scan, you can manually validate a coupon by:

  1. Selecting your yellow COUPON key located below the number keypad on the ISYS terminal.
  2. Key in the 16-digit coupon number located on the bottom of the coupon above the barcode.
  3. Press SEND
    • Upon scanning or manually validating a coupon, an authorization slip will generate. Staple authorization slip to coupon and keep for daily balancing.

      FINDING YOUR CREDIT FOR COUPONS:
    • Determine whether coupon is for a INSTANT (scratch-off/pull-tab) or a ONLINE (Pick3/4, KY Cashball, Win for Life, Powerball) product.
    • If the coupon is for an Instant or Pull-tab product, the credit will be reflected in the DAILY INSTANT TICKET REDEEM REPORT under the COUPON line item.
    • If the coupon is for an ONLINE product, the credit will be on the ONLINE DAILY SALES REPORT under the COUPON line item.
    • By balancing daily you will be able to keep track of the coupons you have scanned and the credit received.

      For additional training contact your sales representative.

"Play It Again"

Producing a ticket using the ‘Play Again’ key: 

Player hands you a ticket asking for the same numbers, bet type, number of draws and draw time (if applicable)

  1. Press the ‘Play Again’ key
  2. “Scan Ticket Now” message will appear, scan bar code
  3. Confirmation Screen will appear to confirm purchase
  4. Press ‘Send’<.li>
  5. Ticket will print with exactly the same information as the previously purchased ticket with the new draw date.

Restrictions:

  • Feature is not available on Raffle games or 3 Line Lotto.
  • Only tickets purchased after August 12th, 2007 and are no older than 30 days can be used with the ‘Play Again’ key

Prize Definitions

  • Discount – awards a discount on a lottery product, such as $0.50 off a Powerball ticket.
  • Free Ticket – awards a free lottery product, such as Lotto Kentucky ticket. The free ticket may be for multiple boards and be valid for more than one draw. All free tickets are quick picks.
  • Partner Play Free – Awards a free ticket to the retailer. The free ticket is a duplicate of the ticket purchased by the customer.
  • Prize Voucher – awards a voucher redeemable for a non-lottery product, such as a free pizza or soft drink.
  • Raffle Ticket – awards a chance at a prize drawing.
  • On-Line Coupon – awards a coupon redeemable for a lottery product.

Promotion Types

  • Buy X, Get Y – awards a free ticket, discount, coupon, voucher, or raffle ticket to a customer who buys a specified ticket.
  • Every Nth Ticket – awards a prize to a customer who buys a specified ticket that happens to be the Nth ticket purchased at a terminal.
  • Coupon – allows a customer to redeem a coupon that was awarded as the prize for another promotion.
  • N-Pack – allows a customer to purchase a specified group of tickets at a price less than the value of all tickets together.
  • Survey – rewards a prize to a customer or retailer who completes a survey.

Second Chance Drawing

PROMOTION DEFINITION

Second chance drawing using non-winning Lottery tickets to offer the customer a second chance to win a prize. These types of drawings help build customer loyalty.

STORE IMPLEMENTATION

Second chance drawings are the most effective when the drawings are held frequently. Depending on the event, prize drawings could be conducted on an hourly, daily, or weekly basis.

STEPS
  1. Determine how long to run the promotion, what prizes to award for the repetitive drawings and what prize to award for the grand prize drawing.
  2. Develop fliers, exterior signage and/or newspaper advertising to promote the drawing.
  3. Construct a second chance drawing box (or use one provided by the Lottery) and produce a sign describing the drawing. The box and sign should be positioned in a highly visible area in the store.
  4. Ask customers to sign the back of their non-winning Lottery tickets and deposit in the drawing box.
  5. Train sales staff to ask customers to play.
  6. Conduct the drawings as advertised, and post the names of the winners and their prizes in a prominent place.
  7. Provide entry forms for customers without non-winning tickets.
 
LOTTERY SUPPORT
The Lottery may provide:
  • Lottery representative to assist in planning the promotion and publicity
  • Game-specific point of sale materials
  • Second chance drawing box
  • Lottery representative to assist with the drawing
  • Promotions premium items if available

ASK FOR THE SALE

PROMOTION DEFINITION

The object of this promotion is to ask every customer to purchase a Lottery ticket. It gives the retailer an opportunity to increase awareness and purchases of Lottery tickets.

STORE IMPLEMENTATION

An “ask for the sale” promotion is an excellent way to increase sales and to motivate the sales staff with sales incentives.

 
STEPS
  1. Determine the type of “Ask for the Sale” promotion and how long to run the promotion.
  2. Determine what types of employee incentive to run, how to track results and what type of prize to award for the top sales clerk(s). Make sure measurement is fair to all shifts and all employees.
  3. Develop point of sale materials, like “If we don’t ask you to buy a Lottery ticket, you get one free” bulletin board banners and “Ask for the Sale” buttons which read, “Ask me if I don’t ask you.”< /li>
  4. Train sales staff to ask each customer to buy a Lottery ticket during the promotion.
  5. Award the top sales person(s) each week, and award a grand prize for the top sales person during the entire promotion. Post the top sales persons’ names in the store.
 
LOTTERY SUPPORT
The Lottery may provide:
  • Lottery representative to assist in planning the promotion and publicity; and assist in conducting the promotion if available.
  • Game-specific point of sale materials.
  • Promotional premium items if available.

SUGGESTED TYPES OF “ASK FOR THE SALE” PROMOTIONS

Store-to-Store Contest

Multiple-owned stores (chain accounts) are each given a sales goal which exceeds the average amount of Lottery tickets normally sold. The clerks and managers at each of the stores who meet or exceed their goals are awarded prizes. If several of the stores far exceed the Lottery sales of other stores, special prizes could be awarded to the staff of those stores.

 
Team-to-Team Contest

Hold a four-week “Ask for the Sale” contest within a single store. Divide the clerks into three teams and challenge each team to sell the most instant tickets. Increase POS materials during the promotion. The winning team receives a specified number of Lottery tickets. The tickets are scratched as a group, with each team splitting the winnings equally.

 
Ask for the Redemption Contest

A twist to the “Ask for the Sale” promotion is the “Ask for the Redemption” promotion. Determine the “normal” number of winning tickets paid out by each salesperson during their shift, develop redemption goals for each person and have the clerks ask customers if they have winning tickets to cash (and turn the winning tickets into store merchandise and additional Lottery sales). The sales clerks with the highest percentage increase in redemptions and/or who reaches or exceeds their goals will receive designated prizes/awards.


Grand Openings

PROMOTION DEFINITION

A grand opening or re-opening provides an excellent opportunity to promote Lottery tickets and other store products. A grand opening generally has a schedule filled with numerous activities and product offerings.

STORE IMPLEMENTATION

Heavy advertising is key to success of a grand opening of a new store or the re-opening of a remodeled store.
 
STEPS
  1. Determine what in-store specials should be offered for the upcoming Grand Opening such as: first 25 customers get a free Lottery ticket, hourly second chance drawings, special discount prices on select items, etc.
  2. Develop an advertising plan: run ads in local papers, purchase some local radio time, develop fliers, posters and large exterior signage.
  3. Place exterior signage so it is clearly visible from heavily traveled roads and display in-store posters in highly visible locations.
  4. Post current game point-of-sale materials in high-traffic areas of the store.
  5. Check ticket inventory to ensure an adequate supply is available.
  6. Train sales staff to inform customers of the specials and of the second chance drawings.
  7. Conduct second chance drawings and post winners and prizes in a prominent place.
LOTTERY SUPPORT
The Lottery may provide:
  • Lottery representative to assist in planning the promotion and publicity
  • Game-specific point of sale materials
  • Second chance drawing box
  • Promotional premium items if available

COUPON REDEMPTION

PROMOTION DEFINITION

Coupons have been used successfully to promote many different products and customers are very familiar with coupon usage. This promotion is designed to increase store traffic.
 
STORE IMPLEMENTATION

Retailers who regularly run coupons in their weekly fliers and newspaper ads find this type of promotion very effective.
 
STEPS
  1. Determine the product to be promoted and how long to run the promotion.
  2. Develop coupons to use in the store, or run a coupon in the local newspaper or shopper, or circulate fliers which include a coupon and describe the promotion.
  3. Develop in-store posters advertising the coupon special and display in prominent locations.
  4. Train sales staff to tell customers about the promotion. Start a week before it starts and continue during the promotion.
LOTTERY SUPPORT
The Lottery may provide:
  • Lottery representative to assist in planning the promotion and publicity; and assist in conducting the promotion if available.
  • Game-specific point of sale materials.
  • Promotional premium items if available.

Free With Purchase

PROMOTION DEFINITION

A free Lottery ticket or premium is used in this promotion to provide an incentive to purchase a product. The concept is simple: the customer purchases a product and receives a free Lottery ticket, premium item, a combination of both, or a certain dollar amount of products. 

SUGGESTED TYPES OF FREE WITH PURCHASE PROMOTIONS

Gas ‘N Grocery Special

With every purchase of gas and/or groceries that totals $25 or more, customer receives on free Lottery ticket. This can be offered in conjunction with a newspaper coupon.

Selected Items Special

Select high profit items, closeout items or items that you intend to discount. Instead of marking it down, give a FREE instant Lottery ticket away with purchase. Some product ideas are:

  • Free Lottery ticket with gas fill-up (minimum $10 purchase)
  • Free Lottery ticket with purchase of select menu items
 
Thank Goodness It’s Friday

Offer one free instant Lottery ticket with a $10 or more purchase of merchandise or gas. This can either be offered in conjunction with a newspaper coupon or specified in a newspaper ad that this is a one-day event. Non-winning tickets are deposited in a second chance drawing box. Every Friday the retailer draws a winner from the box, and the winner receives a prize designated by the store.

 
Dinner Specials

Every customer who purchases a dinner between 4 p.m. and 6 p.m. receives a free Lottery ticket. Non-winning Lottery tickets can be entered into a second chance drawing for a free dinner for two.

 
Grocery Club

Grocery receipts totaling $100 entitle customers to get two free Lottery tickets. Non-winning Lottery tickets can be deposited in a second chance drawing box for a monthly drawing offering a one-minute grocery grab.

 
Box Special

Purchase ten instant Lottery tickets and draw for a prize out of the box.

 
One for Twenty

Each customer who purchases $20 worth of Lottery tickets (on-line, instant or combination of both) receives one free Lottery ticket.