Camelot are rolling out “jackpot communicators” to 700 stores in the UK, to help entice additional lottery spend at the counter.
The light-up signs display the current jackpots for both the Euromillions and National Lottery draws and can be placed either at the counter or in the window.
At the moment 150 of the signs are in place and the remaining 550 are to be installed in the next three weeks.
Harry Singh Hallen of Londis Carstairs Junction saw the new signs in another store and contacted his rep to get one of his own. He told Retail Express: “It’s going pretty well, we installed it a couple of weeks ago and it’s giving a really positive image in store. It’s attracting the attention of people who wouldn’t normally buy a ticket.”
The signs are part of Camelot’s £4m Allstars support package for retailers, with the company promising new PoS and marketing material for partnered stores.
Speaking to Retail Express a Camelot spokesperson commented: “We believe these signs will drive player awareness of big jackpots and will encourage greater play in participating stores – which will obviously mean more retailer commission and more money for Good Causes.”
The spokesperson added that the stores receiving the signs were preselected “based on opportunity and location.”