Camelot Launches New AllStars Support Package for Independent Retailers

Written by Chris Noice

Camelot has announced a new, comprehensive package of support specifically designed for all of its 28,000 independent National Lottery retailers. The ‘ALLSTARS’ programme aims to help independent outlets make the most of The National Lottery in their store – to help boost retailers’ bottom lines and build on the £36 billion that they have helped Camelot to raise for Good Causes since 1994.

The first phase of the ongoing programme will see independents – which make up around 60% of Camelot’s retail estate – receiving new and additional permanent point-of-sale materials and signage, such as pavement signs, floor mats, poster frames and door signs. The increased package of support will also see the Retailer Hotline – which many retailers use for day-to-day help and advice – move to a Freephone number, and there will be increased contact from Camelot’s experienced sales team. This is all in addition to the multi-million advertising campaigns for all National Lottery games, with support for Lotto in particular, that will run throughout the year.

Camelot’s Head of Retail, James Pearson, commented: “Our retail partners play a huge role in helping us deliver over £30 million every week for Good Causes, and in helping us create around eight million winners a week across our range of games. This new programme has been specifically developed to aid us in forging closer relationships with our network of 28,000 independents, and to enhance the range of support we provide to help them make the most of selling National Lottery products – and so add value to their businesses.

“In the months ahead, we’ll be looking to launch more initiatives to further underline our long-term commitment to our retail partners. All independents will be receiving a visit from one of our sales executives over the summer to talk through all of the details and, in the meantime, we hope that they can build on the benefits that being a National Lottery retailer brings.”

Accounting for almost 80% of total sales, retail remains the largest National Lottery sales channel. National Lottery retailers earn 5% commission for each draw-based game sold and 6% on each Scratchcard sold – as well as 1% on certain prizes paid out in-store. To date, National Lottery retailers have earned over £5.9 billion in total sales commission.

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