Customer Research Reveals Secrets to Increasing Scratch-Off Lottery Play

Overview

A state lottery asked Andrew Reise to assist in reducing churn, increasing retention, and heightening engagement with its scratch-off lottery program. It was eager to improve customers’ experiences but knew little about the spending habits, behaviors, needs, and preferences of its scratch players.

Our customer experience (CX) consultants conducted deep research to pinpoint how our client’s customers were engaging with its scratch-off lottery products. Next, we used choice-based conjoint analysis to identify which price points and prize outcomes would drive the most engagement. With in-depth research in hand, we laid out a series of initiatives that are boosting sales, cutting churn, and drawing in more loyal customers than ever.

Business Challenge

As online activity spikes, a large swath of consumers are dropping physical scratch-off lottery tickets for new online gaming options, apps, and online betting alternatives. To stand out, scratch-off lottery providers need to understand customer needs and replicate the moments that their loyal customers enjoy most.

Our client was gathering some customer data but was missing the thorough customer analysis that’s necessary to increase engagement and slow down churn. Not only was our client struggling to interpret current data, but it also needed additional interviews, fresh data points, and in-depth analysis to pinpoint the biggest drivers of customer satisfaction.

Using Customer Analysis to Increase Scratch-Off Lottery Play

Gathering Interview Research to Highlight Growth Opportunities

Our CX consultants launched in-depth interviews with scratch-off lottery players to learn about their experiences and preferences when they play.

Using Conjoint Analysis to Drive Engagement

Andrew Reise fielded retail instant games surveys, which included a conjoint section, to learn which updates would boost engagement the most.

Turning Instant Scratch Data into Customer Satisfaction Insights

We combined existing instance scratch-off lottery data with new player data to understand exactly what was driving customer satisfaction and which updates would increase ticket play the most.

Drilling into the Best Price Points to Reduce Churn

To increase retention, our team used conjoint analysis that identified key investment thresholds for players at four price points:

Designing Strategies That Increase Customer Spending and Retention

Our consultants built and prioritized strategic initiatives to reduce churn, increase retention, increase customer spending, and reach more loyal customers.

Results Achieved

Andrew Reise laid out a full CX strategy with initiatives our client could use to increase scratch-off lottery engagement. We also prioritized initiatives so our client could choose which strategy to pursue at which time. For instance, it can deploy different strategies to land quick wins, reform foundations, differentiate its services, or completely transform customer experiences. Not only is our client increasing scratch-off lottery play, but it’s also positioned to improve CX across the board—and drive more long-term customer loyalty.