By Tonya Beenders, Arizona Lottery Chief Sales Officer 

Staying ahead requires innovative strategies and strong partnerships in today's rapidly evolving retail landscape. At the Arizona Lottery, we are committed to enhancing our retail merchandising efforts to adapt to these changes and provide greater value to our customers. In my new role as Chief Sales Officer at the Arizona Lottery, I will focus on growing sales, strengthening retail relationships, and supporting our dedicated sales team.

One of our most successful collaborations has been with Circle K, which has been an incredibly productive partnership.

The retail environment is constantly shifting, influenced by consumer behavior, technological advancements, and global events. To navigate these changes, we have embraced a mix of traditional retail strategies and digital innovation, creating a seamless and engaging customer experience.

Circle K has been a longtime valued partner through it all, and our relationship has helped inform our overarching retail strategy. By working closely together, we have created promotions that drive in-store traffic, boost lottery ticket sales and enhance the overall customer experience at Circle K stores, creating a mutually beneficial relationship.

Recently, we held a promotion that offered customers a discount on fuel when they purchased a $10 Scratchers® ticket, driving both Arizona Lottery ticket sales and fuel purchases. Another collaboration with Pepsi and Circle K provided a free drink with the purchase of a $10 Scratchers ticket, adding value and enhancing the shopping experience. Additionally, a similar promotion allowed customers to receive a free Arizona Diamondbacks hat with their purchase of a Scratchers ticket and gas at Circle K locations, combining the excitement of the lottery with the love for our local MLB team.

These initiatives allow us to provide added value to our customers and support our retail partners' goals of driving in-store traffic, increasing the size of the basket, and growing sales and profits.

Our vision for the future of retail merchandising involves continued innovation and strong partnerships. We are constantly exploring new ways to enhance the customer experience through our in-store displays or exciting promotional offers. By staying agile and responsive to the changing retail landscape, we position the Arizona Lottery at the forefront of the industry.

Enhancing retail merchandising in a shifting world is no small feat, but we are making significant strides through strategic partnerships and innovative approaches. Our collaboration with Circle K exemplifies the power of working together to create value for both our customers and business. We are excited about the future and look forward to continuing to drive positive change in the retail space.