The Lott’s new omni-channel program sees franchisees go digital

By Nick Hall | 29 May 2019 View comments

Franchisees offering products from Australia’s official lottery provider, The Lott are set to benefit with the operator introducing a series of new initiatives. The Lott’s new omni-channel program encompasses a new membership strategy and retailer remuneration program.

Under the updated remuneration program, franchisees can expect a new outlet rating system, which determines remuneration in a performance-based model.

Additionally, a focus on omni-channel digital commission enables retailers to share in digital sales. Franchisees will receive a bonus commission on digital purchases made by customers who have signed up within four weeks of a retailer activating them.

Matt Hart, The Lott spokesperson said the new program addressed the evolving lottery landscape.

“The Lott’s new omni-channel program addresses customers’ evolving use of digital channels to complement their visits to physical retail outlets,” he said.

“It aims to provide customers with a consistent and seamless shopping experience regardless of how they purchase – from shopping in a physical store, or online from a desktop or mobile device.”

Industry consultation

The latest implementation follows months of consultation between The Lott, regulatory bodies and franchisees.

Hart revealed that industry groups the Australian Lotteries and Newsagents Association (ALNA), Lottery Retailers Association (LRA) and the Victorian Association of Newsagents (VANA) all had a hand in formulating the new model.

The consultation caps off some significant changes to the sector. Just last month, Inside Franchise Business reported that The Australian Lottery and Newsagents Association (ALNA) and the Lottery Retailers Association (LRA) had joined forces.

The partnership saw the group become the only ACCC-authorised national body representing all newsagents, distributors and lottery retailers in every state and territory.

The Lott’s new omni-channel program

While The Lott’s new omni-channel program is subject to regulatory approval, Hart said he expects to see the imitative rolled out to much of the group’s over 3800 retailers by mid-August.

Coinciding with the roll-out will be the implementation of a streamlined sign-up process, forming a key addition to the new membership strategy.

The strategy will introduce free customer membership, win notification services, a digital wallet and a new-look membership card.

“We know our customers want free membership, we know our customers want a simpler sign-up, and we know they want faster access to their prizes so we’re making that happen,” Hart said.

The Lott retailers and franchisees are also in for a digital point-of-sale update. From 1 July, screens and maintenance of digiPOS equipment will be paid for by the Lott.

The Lott is Australia’s official lottery organisation, operating games such as Power Ball, Instant Scratch-Its and Oz Lotto.

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