The digital network is transparent: we know our players precisely. For our 2,400 physical points of sale, however, it is different. It is an extremely dense and heterogeneous network – from the large urban branch to the small kiosk in a mountain village. Until now, it was difficult for us to obtain consolidated feedback. We do have field sales teams, but their reports are always filtered through their own interpretation. We finally had to hear from the retailers themselves.

They are simply not interactive. Many people don't even open the envelope. There is no perceptible value for the retailers. For us, BrainE4's «duel format» was interesting because we could speak directly with the retailers, without going through our field staff. The most exciting part was watching them discuss things amongst themselves.

The physical network has been changing very quickly since Covid. For example, before Covid, petrol stations represented almost 0% of revenue. That has grown to nearly 15%, because they were always open. In a phase of such strong change, we need facts rather than assumptions in order to make well-founded decisions.

The disappearance of the filter. We speak directly with the points of sale while they interact with one another. On top of that, there is the medium: paper or online forms are passive. BrainE4's duel format is playful and interactive, which engages people far more strongly. That is also reflected in the numbers.

We achieved an engagement rate of nearly 20%. With classic surveys, we are usually at just under 10%. Being able to double participation was a very positive point.

Yes, the scanner problem. We knew that a certain type was causing reading difficulties, but we considered it manageable. Thanks to BrainE4, we measured how great the retailers' frustration really was. That pushed us to react immediately and to launch a very quick replacement programme.

Absolutely. We found that there is a massive need for digital tools for management (contracts, billing, direct communication, equipment renewal, etc.). This topic is now right at the top of our priority list. We have already set up a working group for the digitalisation of the business relationship.

Not immediately. But the intangible value is enormous: the retailers feel valued because they are directly involved in the process. The financial return is a logical consequence of better collaboration.

The way the BrainE4 team prepared the results was excellent. Everything was very readable and immediately usable – both for the management and for the operational level. The clarity of the information is a great asset. The retailers understood: we are listening.

We first wanted to test on a small scale with the points of sale. Given the engagement and the positive dynamics, we are now considering further steps. We would like to gather feedback directly from our players at the points of sale. For us they are completely anonymous, and we would like to understand the needs of our players on a large scale.

I would like to know: what do players expect from their point of sale? How is the service, how are the games presented? I want to understand whether the point of sale matches what the customers dream of. The design of the game itself is another matter, but the on-site experience is decisive.

To conclude, I would like to emphasise that the collaboration with BrainE4 has been excellent. The team, led by Jacqueline, a veteran of the lottery sector, made sure that BrainE4 understood our business. This was a first phase. Next month we will define our vision for the future of the sales network – and we want to work with BrainE4 again on further questions.