Festive season foot-traffic: How the Lott supports its franchisees throughout retail’s biggest time of year
Knowing that this time of year is one of the biggest for its franchisees, the Lott ensures its retailers are provided with not only innovative and exciting products but also the extra support to ensure their gifting season can be their best season.
In the lead up to the holiday shopping period, the Instant Scratch-Its team at the Lott works hard to develop exciting and fun Christmas Instant Scratch-Its games that are the perfect gift – whether they are popped in a Christmas card or used as a gift tag. These products provide an excellent add-on gift to many of our franchisees’ product ranges or an excellent cross-sell for others. In 2018, over 8.2 million Instant Scratch-Its tickets were sold, with the 2019 figures expected to be in the same range.
To complement this exciting festive range, the Lott provides its retailers with in-depth support to help them reap the benefits of the busy period. This support includes educating franchisees about the product range, providing inspiration on how to display and sell the product, and creating promotional templates for local area marketing and more.
Speciality gifting accessories, such as tinsel Christmas trees, themed envelopes and Santa stockings, are designed and dispatched to franchisees to inspire gifting options for their customers. The Lott has also introduced specialised floor merchandising units to help profile Instant Scratch-Its tickets. During the 2019 merry season, over half a million pieces of gifting merchandise were ordered by the Lott franchisees to meet their customers’ demands for easy gifting options.
Franchisee with the Lott, and owner of CTC Erskine Park, Fares Shanoudi said the Instant Scratch-Its gifting options helped add another dimension to gifts being sold in store.
“We add Instant Scratch-Its, lights and candy canes to novelty Christmas trees and wrap them up in cellophane and we also package up Christmas baubles with Instant Scratch-Its added to them,” she said.
“We price these up at different price points from $20 to $50 and place them in high traffic areas, so they are constantly seen.
“We have seen an increase in sales during the Christmas period year on year, and we are looking forward to seeing what the results are after the 2019 festive season!”
The franchisees are also supported by a dedicated ‘Santa’s workshop’ portal on the Lott’s intranet, which has dedicated resources for retailers to leverage the potential increased foot-traffic the festive season brings. Retailers simply log onto their portal and download information about the product, step-by-step instructions on how to sell gift packs and more.
Recognising this time of year was a crucial trading period for its retailers, the Lott General Manager Lotteries Retail Antony Moore said his goal was to provide additional products and support to franchisees.
“We know that there are three major gifting periods throughout the year, Mother’s Day in May, Father’s Day in September and the Christmas season from late November to December 24,” he explained.
“Each year we ensure that our retailers have an enticing offer for their customers through specialised Instant Scratch-Its and other special promotional lottery draws, such as the annual Saturday Lotto $30 million Megadraw.
“Not only do these specialist products and promotional lottery draws entice people into a retail outlet, but the increased foot-traffic also provides an opportunity for our retailers to cross-sell their other products.”
With the busiest time of year out of the way, the Lott is already working on ways to support its franchisees during the next gifting season – Mother’s Day is only a few months away!