程阳：美国加拿大彩票销售终端战略（之一）

—— 销售点“铺满盖严”的基础是什么？

Compensation for traditional games only; excludes VLT and tablegame commissions, where applicable. Canadian lottery retailer compensation is in Canadian dollars. 

Lotteries will be depending on their retailers for the foreseeable future, just as they have in the past. If you think that consumers are lotteries’ primary customers, you are right – sort of. Ultimately it is the player who is buying lottery products, and lotteries have to satisfy their needs. But just as important is the retailer who sells those products – it is the retailer who provides the connection between lottery and consumer. As such, lotteries are constantly looking for ways to improve their own relationships with retailers, to provide them with the tools they need to drive sales for mutual benefit and to make it easier for them to sell the products.

In fiscal 2014, some 215,000 lottery retailers in the United States sold traditional lottery products such as draw games and instant tickets, to the tune of almost $65 billion. (Another $6 billion in sales revenue came from casino-style games such as video lottery terminals, but those are not included in this discussion.) Those retailers earned just shy of $4 billion in total compensation, including commissions, bonuses and incentives, for an average of 6.1 percent of traditional product sales.

Although overall lottery sales growth is strongly impacted by the luck of the draw with jackpot games, lotteries have many tools available with which they can  【中文全文】