National Lottery operator Camelot is unveiling a range of retailer-friendly measures as part of its plans to build an even better and brighter National Lottery – for players and retailers alike.
Having successfully rolled out its new communications and terminal network to over 27,500 National Lottery outlets throughout the UK, and at a time when retailer margins in some categories are declining, Camelot has underlined its commitment to its retail partners.
It is announcing that, from 1 February 2009, it is maintaining commission on National Lottery draw-based games at 5% and increasing retail commission on Scratchcard games – by 20%, from 5% to 6%.
With National Lottery Scratchcards enjoying a 73% increase in sales since 2003 and now a billion-pound a year business, the increase in commission – which applies to all packs settled on or after 1 February – will be a further boost to retailers’ bottom lines.
Retailers are also set to benefit from a host of new Scratchcard games over the next few months, including the return of the hugely-popular Deal Or No Deal (launching on 19 February with a top prize of £250,000), the perennial favourite Solid Gold (launching on 12 March with a top prize of £90,000) and Monopoly (launching on 2 April with a top prize of £1 million).
Since it was first launched in 2001, the latter has consistently proved to be a big winner with the lottery-playing public.
In a further move to benefit retailers, Camelot is increasing the size of its Scratchcard packs. All Scratchcard games launching after 1 February 2009 will come in a new £160 pack size.
The bigger pack size will ensure retailers have sufficient stock in their Scratchcard dispensers, allowing them to capitalise on sales during peak times, such as draw days and weekends. The new packs will also last longer, resulting in fewer empty facings and less time spent filling the dispenser.
On top of the enhanced Scratchcard sales commission and bigger pack sizes, Camelot is also increasing the optional prize payout limit for all retailers from £200 to £500.
This will allow retailers, at their discretion, to pay prizes of up to £500 in store. In line with this increase, the 1% commission that retailers previously earned on paying prizes over £10 and up to and including £200 will be extended for payouts up to and including £500.
Martin Pugh, Commercial Director of Camelot, said: “These measures, together with the equipment, training and marketing packages we already provide, underline our commitment to support our retail partners to help them make the most of selling National Lottery products.
“Our retailers have played a pivotal role in helping to raise over £22 billion for the Good Causes to date.
“We want to build on this amazing achievement by building an even better and brighter National Lottery that will deliver even more money for the Good Causes, while continuing to add value to retailers’ businesses and the £3.5 billion in commission they have already earned from selling National Lottery products.”
By following these simple tips, retailers can make the most of the extra Scratchcard commission and pack sizes – and make even more of an impact on their sales:
• Make sure your Scratchcard dispenser is highly-visible and not obstructed by clutter: most Scratchcards are bought on impulse so having a dispenser in a prime location by the till gives your customers the opportunity to buy one while they are waiting to pay.
• Regularly refresh and re-fill Scratchcard dispensers: an empty dispenser means lost sales – just like an empty shelf in your store. Customers like lots of choice so always include a full range of £1, £2 and £5 Scratchcard games.
• Always display TV-advertised games, such as Rich For Life and Deal Or No Deal: Camelot supports certain games with marketing and advertising on TV, radio and in the press. These are hugely popular and, on average, generate an extra 69% in sales.
• Excite your customers: activate and display new Scratchcard games as soon as you receive them – and talk to your customers about them.
Source: Camelot
