“Why fit in when you were born to stand out?” This oft-attributed Dr. Seuss quote encapsulates the lottery industry’s challenge at retail. Lotteries are often compared to Fast-Moving Consumer Goods (FMCGs), such as gum or energy drinks. True, they sit side-by-side on the counter, fighting for attention. Yet, while often hidden in plain sight amongst magazines, gum, and candy, lottery products are fundamentally different.“The retail marketplace continues to be increasingly competitive, especially when trying to catch the eyes of consumers,” says Terri Rose, Deputy Executive Director, Brand Management & Communications, North Carolina Education Lottery (NCEL).She felt it was time for the Lottery to distinguish itself. So, in August 2023, in partnership with Carmanah Signs, NCEL introduced 60 dual-screen Digital Menu Boards (DMBs)—animated displays of lottery products, typically placed above and behind the point of sale. “Retail has become a digital media channel,” says Jason Barrs, Senior...
