28 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2022 How to Successfully Introduce E-training Retailers and lottery staff must be made aware of E-training and its myriad benefits in order to encourage trial, acceptance, and repeat usage. To facilitate this: • Promote retailer awareness through sales reps and during new retailer training, terminal messaging, email blasts, retailer postcards, newsletters, sell-in-sheets, and tip cards. • Tie to the objectives of corporate accounts with E-training on their specific and often complex forms, processes, and procedures. • Incentivize via raffles with small prizes for training completion; add to overall incentives program as a deliverable; reward with non-monetary prizes such as promotional merchandise. • Solicit feedback from sales reps on questions, suggestions, and barriers to logins/usage. Engage them on “overcoming objections” exercises and show retailers how easy it is to use. Provide a sell sheet with information on logging in, accessing courses, and retailer benefits. • Provide valuable content for your retail partners beyond selling lottery (see sidebar, “Engaging Retail Partners in E-training”). Choosing Among E-training Options If the many reasons to consider E-training have piqued your interest, it would be logical to wonder, “What are my options?” There are many LMS platforms available on the market that lotteries could research, procure, and integrate. This process can be time-consuming, lengthy, and expensive. Alternatively, lotteries can take advantage of Learning Wizard, a unique tool designed specifically to serve the needs of lottery communities, including retail store managers and clerks, and business users such as lottery staff and sales representatives. In May 2022, IGT released the newest version of this E-learning management system, Learning Wizard 3.0, a state-ofthe-art, cloud-hosted solution delivered as a service (SaaS), avoiding the need for lotteries to install and maintain software. Users simply access the application through their Internet browser. Engaging Retail Partners in E-training IGT Italy has been very successful engaging retailers with E-training on both lottery content and additional topics outside of lottery. Solely through E-training, they have provided lottery-specific content to more than 50,000 retailers on Responsible Gaming, to about 20,000 retailers on instants (“Scratch and Win”) procedures and obligations, and to approximately 12,000 retailers on new draw-game products, the latter within the span of 20 days. In Italy, where training for new draw game retailers is mandatory for business activation, moving from classroom training to E-training has significantly reduced training times. And, as the country’s retailers are subject to strict rules limiting how they promote lottery products, IGT Italy provides E-training to retailers on marketing for their store in its entirety. For example, a featured E-training category called “Digital Road” has already provided a network of 8,000 retailers with information on digital marketing, on marketing through Google — such as the best use of key search terms online — and how to make a website for their store, as well as how to utilize Facebook and Instagram to promote their store. Another category of E-training from IGT Italy has provided 16,500 retailers to date with professional training content and tips related to store development outside of the lottery category, including communications, product promotion, display techniques, and customer relationships. The high level of interest in these optional training topics has enhanced retailer engagement in E-learning — offering a model that other lotteries may choose to adopt. LearningWizard applies user-centric design to ensure the application is engaging and easy to use.
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