The feature story of the January/February 2011 issue of the California Lottery’s retailer newsletter, “Retailer Makeover Boosts Sales for South Grove Liquor” reminds us (for those that need reminding) of the effects that great retail execution can have on lottery sales. South Grove Liquor, a liquor and convenience store located in Orange County, was one of 9 stores throughout the state that was selected for a retailer makeover. The Lottery worked with the store’s owners to transform the store into an inviting space for players to come buy and play California Lottery games. The transformation included new eye-catching outdoor signage, wrapping the counter with beautiful clean Lottery branding, the addition of winner awareness above the counter, and converting an unappealing entranceway into a Hot Spot play area by adding a table and three chairs.
The end result of this effort was a whopping 66% increase in sales! No, that is not a typo. That 66% translates into an additional $10,000 of sales per week!
The article also contains several before and after photos; I encourage you to read it. I’d also encourage you to review the entire newsletter as I believe you’ll find it to be a well crafted communication tool. It is well written, concise, informative, engaging, and eye-catching. You can browse their other editions by clicking here.
