Convenience U

Convenience U

February 14, 2005 14:57 ET

Convenience U Offers Convenience Store Retailers Strategies On How To Win Big With Lottery Sales




FEBRUARY 14, 2005 - 14:57 ET

Convenience U Offers Convenience Store Retailers
Strategies On How To Win Big With Lottery Sales

TORONTO, ONTARIO--(CCNMatthews - Feb. 14, 2005) -

Lotteries require staff education, innovative sales strategies and
enhanced communication with customers

Educating staff, strategies for maximizing sales and connecting with
customers are some of the key ways convenience store retailers can
increase lottery sales. These issues and innovative lottery sales
solutions will be discussed at the Convenience U (
and CARWACS ( convenience, gas and car wash convention
and conference, March 1, 2 and 3, 2005 at the Toronto Congress Centre.

"Convenience stores are critical channels for lottery sales," says OLGC
Vice President Sales and Service Dave Myers. "Retailers are our VIPs and
lottery is a major revenue and traffic generator for convenience retail.
Convenience U is an opportunity for retailers to receive a focused view
on everything lottery has to offer - a variety of games and promotions,
what they mean to customers, OLGC's extensive sales and service support
and future potential. Last year Ontario's retailers earned more than
$161 million in lottery commissions and we want to work with them to
grow this business even more."

On average, lottery sales can account for $4,000 to $8,000 a week in
sales. Changing consumer shopping patterns, educating part-time staff,
high staff turnover rates and communication issues are some of the key
problems convenience store retailers need to overcome to increase sales.
John Wisternoff, Vice President Marketing at the Ontario Lottery and
Gaming Corporation (OLGC) and Dave Myers will speak about sales
solutions and resources available to convenience store retailers at the
Convenience U and CARWACS convention and conference. In addition, they
will speak to top characteristics of lottery retailers, look at various
promotional ideas and participate in an interactive session, designing a
new instant ticket.

The OLGC stresses the need to keep staff educated about the latest
games, how to play them and how the prizes work. Better educated
convenience store staff can communicate more effectively with customers.
Language difficulties can also be overcome if a convenience retailer's
staff knows to show customers game specifics via the latest lottery
terminals now available in stores.

According to the OLGC, approximately 33 per cent of Ontarians play a
lottery once a week, but there is a large percentage that play on

"Retailers need to talk more with their customers," says OLGC's Director
of Customer and Channel Management Jeff Cooper. "Lottery tickets are
perhaps the most easily up-sold product. We've found a direct
correlation between strong average weekly sales and those retailers who
ask for the sale."

Competition from other shopping destinations means traditional
convenience stores need to focus on what makes them special -

The speed of transactions and offering a broad range of services and
products is key for keeping lottery purchasing customers coming back
according to the OLGC. Lottery products help increase traffic into the
stores, especially big jackpots. However, offering customers services
and products not readily available in other types of lottery outlets,
such as shopping malls and grocery stores, will help increase sales and
keep customers coming back.

Convenience U and CARWACS are produced by Fulcrum Events Inc. in
association with Your Convenience Manager (YCM), Canada's leading
magazine for the convenience industry and It is
the only show of its kind endorsed by the Ontario Convenience Store
Association (OCSA).

About Convenience U

Convenience U, produced by Fulcrum Events Inc. (, held
its first 'school of convenience retailing' in 2004. It is an event
designed to bring together retailers, suppliers, distributors and
leading industry representatives to discuss issues facing the
convenience store industry and offer innovative solutions for success.
For additional information visit


Contact Information

    Sacke & Associates Inc.
    Margaret Antkowski
    (416) 493-5723, ext 204