Loyalty promotion with scratch cards or hatch cards: Fine, just give me 10 million

When we explain to a new customer what is involved before a loyalty promotion with, for example, scratch cards or hatch cards goes well, we are often looked at with surprise. A lot also depends on it. Loyalty promotions based on the win or lottery principle aim to have a customer come back to the store during the promotion period to save or win. This saving and winning must therefore work as planned in advance to avoid disappointment for customers and the client: the right number of prizes, according to budget and a well-spread chance of winning. We call this "game planning". We also use good security techniques and fulfillment to ensure that fraud is kept to a minimum.

"During a loyalty promotion, it is not the intention that one location has many winners and others only a few"

Game planning, an example
Suppose 10 million lottery tickets are made with an 'always prize' principle and in addition 2500 basic prizes, 100 standard prizes, 30 consolation prizes, 10 main prizes and one jackpot. These lottery tickets must be shipped simultaneously to 115 locations in 2 countries.
It goes without saying that it must be ensured that there are no more prizes on the lottery tickets, but also that the aforementioned prizes are in any case included in the lottery tickets that we deliver, so not too little either. That is not easy when you know that at Lijnco we print 300 lots per second from roll and the tickets show both images and number/number series. In addition, it is not the intention that one location has many winners and another only a few. Each location wants to benefit equally from the effect of the loyalty promotion and of course congratulate winners. We therefore also spread the chance of winning evenly over the locations. To execute this plan with so many different variables, we use specially developed software that is linked to different printing presses and printers.

Lijnco uses specially developed software for game planning.

Security
Where there is a giveaway or raffle is fraud or attempted fraud and as makers of these types of products we are amazed at how often we come across this. We take each case seriously in order to learn from it and anticipate on it.

Fraud with a loyalty promotion: a practical example
We know a good practical example of fraud from a cross-media lottery with loyalty cards. The cards contained a code that could be checked on the publisher's website to see if anything had been won. We found that one user checked hundreds of codes on the site in a row and that they were all produced within one batch. We could see to which supermarket and when the batch of tickets had been delivered. Based on this information, the cashier who committed fraud could be identified.

"We found out that one user checked hundreds of codes on the site in a row and that they were all produced within one batch"

Security and control
Security starts with the material and with scratch cards: the scratch ink. For example, if a good outcome has to be scratched open 3x, we use the type of paper and thickness of the applied ink to ensure that the underlying information cannot be made visible with a simple trick. When codes become visible by scratching or opening a hatch, they are generated completely randomly so that there is no logical connection.
We also provide each lot with a microtext with a unique number. This way we always know which winning ticket contains which unique number and the authenticity can be checked by the client. During the last production step, we use a high-speed camera to check which sheets are delivered with which lots. This way we know whether we are delivering according to the game plan. However, the security does not stop here, we also add smart information to the delivery during shipment and store it in the database.

A high speed camera checks unique codes applied to the sheets

Fulfillment
Making 10 million unique loyalty cards is one thing, sending them in batches to the various locations is two, but keeping an overview is three, you could say.
We want to know at all times which delivery has gone to which location and preferably up to the checkout. That is why we provide transport boxes with shipping labels with barcodes that can show all important information such as content and batch number series with a quick scan. Each label is stored in our database. This way we also know afterwards which winning numbers went to which location.

Do you also want a successful loyalty promotion with scratch cards, hatch cards, savings stamps? We have confidence in a smooth process