Lottery
Lottery - Best Practice
As part of their Convenience Tracker Programme (CTP), him! Research have provided ACS with an up-to-date best practice checklist for the lottery category. The following is based on their most recent research in which they surveyed 30,000 shoppers across the UK.As part of their Convenience Tracker Programme (CTP), him! Research have provided ACS with an up-to-date best practice checklist for the milk category. The following is based on their most recent research in which they surveyed 30,000 shoppers across the UK.
Are you making the most of this category?
1. Look at visibility of lottery playstations and POS (internally and externally). How well is it promoted to passing shoppers? Can the playstation be seen immediately on entry to the store?
2. Ensure queues are managed effectively at peak times, if necessary increase staff cover at tills during peak times.
3. Use cross category promotions and POS to improve awareness, eg near news, confectionery, cigarettes
4. There is more demand for lottery on Wed/Fri/Sat than any other product (other than news) – are you properly staffed to cope with this?
5. Communicate the Lotto sign outdoors.
6. Position the play station at front of store for increased impulse buys.
7. Allocate a lottery co-ordinator in each store. Communicate the importance of the lottery shopper to staff. (Only 47% of sales staff actively push sales of lottery products (Camelot study at Jacksons 2004).
8. Most players are aware of, and understand how to play, both the Saturday and Wednesday Lotto draw games, many are not aware of the various other games available. Can you advertise ALL extra lottery games?
9. Three-quarters of shoppers aren’t aware of any local causes that have benefited from National Lottery funding. Promoting this may help impulse sales.
For more help and information on this category contact Camelot.