The Ohio Lottery, celebrating its 40th anniversary this year, is set to enter the loyalty arena.
It plans to launch MyLotto Rewards on Aug. 27. The lottery has set aside $3 million for prizes in its first year and will spend about $700,000 to build and launch the program, according to the proposal.
What’s more, state-run lotteries are currently available in 44 states, but only eight (including Ohio) offer a loyalty program. The District of Columbia, Puerto Rico, and the U.S. Virgin Islands also have lotteries.
Danielle Frizzi-Babb, Ohio Lottery spokesperson, participated in a Q&A with Loyalty360 to talk about the new loyalty program.
What factors prompted the launch of MyLotto Rewards, scheduled to begin Aug. 27?
Studies have shown that communicating with a customer through multiple channels can make them a more loyal customer. MyLotto Rewards will allow us to communicate directly with players and potential players in the digital space and attract a new generation of players.
Why did the Ohio Lottery decide to go with a digital loyalty program, and what are your goals for the program?
The goal of MyLotto Rewards is to reward our current players and build player value by providing them with an incentive to continue playing, and attract the next generation of players. The program is designed to keep players engaged with the brand after their purchase and reward their loyalty. The program also allows us to communicate directly with the players and provide a second chance at winning.
Is this a test program?
No.
How does the program work and what makes it unique for customers?
MyLotto Rewards will allow players to earn points by submitting non-winning tickets, participating in MyLotto Rewards activities and entering second chance promotions and Cash Explosion game show entries. Participation points are a small reward to customers for interacting with the Lottery and participating in an activity, such as, answering poll questions or signing up for email newsletters. Players will be able to use their points to participate in drawings and purchase items from our catalog.
How will it impact customer engagement?
The Lottery has engaged with players in the digital space for several years through newsletters, videos, Facebook, YouTube, and messaging. MyLotto Rewards is intended to complement those efforts.
What are your goals for enrollment in the program?
We currently have approximately 300,000 online entry accounts and we would like to see an increase of 20%.