程阳：美国加拿大彩票销售终端战略（之五）

——康涅狄格州彩票注重销售经验

Many lotteries are strengthening their in-store merchandising efforts, and recently the Connecticut Lottery took the added step of a management reorganization to place a new corporate emphasis on merchandising. Sales reps were divided into two groups – those who maintain retailers on an ongoing basis and those who recruit and launch new retailers – because of the different roles each group has. And separate still from those teams is a new dedicated merchandising group. Carlos Rodriguez, Director of Games, oversees all of these employees.

“When the three [teams] are all working in sync, we really start to see the recruitment of better retailers, the retention of more retailers and the achievement of better sales objectives,” said President and Chief Executive Officer Anne Noble. “Here at the Connecticut Lottery we try to think like a customer in all of our decision-making,” added Diane Patterson, Vice President of Marketing and Sales. “We challenge ourselves to package our products in a way that would make them something we would want to buy [ourselves].”

Borrowing from the techniques of large successful retailers, where every product has its place, the lottery has a careful plan to develop consistency across its retail base, to provide attractive,  【中文全文】

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