Ontario Lottery - New Store Design

As a supplier of retail design services for the Ontario Lottery and Gaming Corporation [OLGC], we are always checking out lottery retailers, whether they are in Ontario - or anywhere else in the world. OLGC alone has over 10,000 direct points of contact with its lottery consumers across the province of Ontario!

Having so many retail locations does have its challenges! The fact that Lottery has become part of the broad convenience store landscape - to the point where it was beginning to 'blend into' that landscape - meant in fact that there was a growing need to "create a new awareness of Lottery at retail". This is why we were hired.

The first challenge was to bring a new look and feel to help re-position Lottery. Research told us that consumers are changing: in their preferences, in their shopping patterns, and in terms of their perception of the traditional Lottery offering. To move the consumer, we needed to create a strong and engaging image of the Lottery at the retail level.

The second challenge was to build a technical platform for change - one that would strengthen the image of the lottery product, merchandising, and instore marketing approaches. This has meant designing the Lotto presence as a total "kit of parts" which will allow for systematic replacement and upgrade of components and technologies right on site, without costly physical replacement of entire units.

The final challenge was to design a system that, while ensuring consistency across the entire lottery network - would allow tailoring of options and costs based on projected benefits and paybacks. As well, the system was conceived so as to provide multiple options/solutions for future opportunities which is essential to sustaining the long-term growth of the brand.

The resulting designs have now gone through the stages of prototyping, piloting, and cost engineering. The first roll out is scheduled for early in the new year, and shall continue over the coming years.

The new face of Lotto is taking shape and will be available at your nearest retailer soon!

Design Vision - Positioning our Clients for the Future

Delivering strategic differentation is our job. Now in our 15th year, Design Vision continues to work with leading retail clients, assisting them to take advantage of opportunity today - while helping position them for the future.

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(416) 260-2923       1-888-466-2587       general@designvision.com

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