Camelot governance has issued further detail on implementing its four-point strategic recovery plan for the UK National Lottery, as the company seeks to overturn disappointing ticket sales and a downturn in fundraising for national charities.
Further to the appointment of Nigel Railton as UK CEO of Camelot, the lottery group has outlined four key strategic objectives which will lead its business recovery.
Jo Taylor Chairman of Camelot commented on the firm’s recovery plan “Under Nigel’s leadership, the new executive team at Camelot has recently concluded a thorough strategic review and designed a clear execution plan to put the business on a path to responsible and sustainable growth.”
Camelot governance outlines the following key dynamics and disciplines; ‘1. Improving the range of games, 2. Enhance retail offering, 3. Upgrade of digital capabilities and 4. Reinvigorate The National Lottery brand’.
Improving the range of games
Having listened to player feedback, Camelot will enhance its EuroMillions, Lotto and Thunderball as distinct products, with prizes and prices to suit different consumer needs and pockets.
The operator wants to develop better winning experiences for players and is currently testing a number of game/draw changes.
Camelot confirms that it will introduce a Tuesday Thunderball draw in the New Year to address the needs of players who value smaller, more frequent wins. Furthermore, Camelot will launch EuroMillions HotPicks, a game variation of its popular Lotto HotPicks game by early 2018 to offer further choice and value to players.
Enhanced Retail Offering
Camelot wants to optimise its UK + 46,000 retail partners that service The National Lottery, with the operator stating that it will adapt its retail sales points to better reflect highstreet consumer shopping habits.
Key priorities include making National Lottery games available at self-checkout, as well as in discounters whose market share has grown considerably in recent years.
At a retail level, Camelot will double the size of its sales force to help it forge stronger relationships with its retail partners. The company will further invest £20 million in retail initiatives designed to boost levels of engagement and improve in-store display, merchandising and game availability.
Upgrade of digital capabilities
The National Lottery has over 10.5 million registered digital players, the largest of any European lottery operator.
In its strategic review, Camelot wants to improve customer journey/experience and engagement with its game inventory. Following the recent launch of its The National Lottery App for Android, Camelot seeks to make gameplay instantaneous for users.
The company plans a significant investment in upgrading its CRM systems, developing improvements in customer marketing and personalisation to make its content more useful, relevant and less intrusive.
Reinvigorate The National Lottery brand
From a marketing perspective, Camelot governance wants to make sure users are aware of The National Lottery’s purpose and Charitable initiatives.
Working with the National Lottery Distribution Bodies, Camelot will deliver a clear brand – ‘One National Lottery’ with one voice to more effectively communicate the uniqueness of The National Lottery and the life-changing good that it does.
Moving forward, Camelot marketing will focus on a clear ‘One National Lottery’ brand and messaging, creating a distinct voice for its services and stakeholders.
Promoting social responsibility, Camelote will Continue to invest substantially in player protection initiatives to meet the high standards expected of The National Lottery.