Retailers should upsell National Lottery products to make the most out of a rise in footfall since the Covid-19 pandemic, Camelot has told Better Retailing. 

Karl Southworth, head of field sales, said retailers should take advantage of consumers switching stores to look for better deals. 

“There’s been evidence of shoppers becoming thrifty – seeking out the best value given increased prices, levels of promotions and expansion of loyalty schemes,” he said. “Little actions, such as asking a customer if they want a Lucky Dip with their shopping when they get to the till, can really help retailers make the most of footfall.” 

Southworth added that informing customers of special Lotto games such as the recent ‘Must Be Won’ draw to celebrate the King’s coronation will also help drive sales. 

“There is a stream of boosted jackpots on Lotto and EuroMillions planned for the year ahead,” he said. 

Following the success of Camelot’s Neon Orange scratchcard last year, it has also launched a pink version to attract impulse sales at the till. 

Camelot’s financials for 2022-23 show in-store sales recovering slightly over the past six months to reach £4.49bn. 

The 43,000-strong retailer network shared £254.7m in sales commission, equivalent to around £6,000 per store. 

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