Camelot: How to keep 43,000 National Lottery retailers engaged and motivated 



Camelot, operator of The National Lottery, has around 43,000 retailers across the UK functioning as The National Lottery’s primary sales network and responsible for 55% of  sales. To date, retailers have earned over £7.7 billion in total sales commission. 

Considering the magnitude and importance of the retail network to the success of The National Lottery, Camelot is constantly seeking new ways to improve retailer engagement and maintain the standards expected of the Points of Sale (POS). 

Value we created 

With 55% of annual National Lottery sales coming from the retail channel, it is critical for Camelot to stay on top of its engagement with retailers and understand how the retail landscape is changing its priorities. 

One of the key drivers for retailer engagement is Camelot’s Retail Rewards program. CI Group’s in-house digital developing expertise, Corporate Innovations, designed and delivered its goal to incentivise National Lottery retailers and boost levels of engagement. 

Understanding the levels of active retail engagement on the program and to analyse how incentives are impacting engagement and quality of service, we delivered a series of comprehensive performance dashboards using our integrated PearlCloud® portal breaking down each key area of the Rewards program. 

The problem we solved 

Camelot was reviewing manual performance reports on a quarterly basis, however, with engagement on the Rewards program so critical to Camelot’s sales success – as well as the rapid changes occurring in the retail landscape a more dynamic and instant access to program analytics was a critical requirement. 

Understanding specifically how Camelot’s Field sales team is promoting new registrations on the Rewards program, and dynamically reviewing the level of engagement by retailers on its website, provides Marketing specialists at Camelot with a level of insight to better evaluate further investment in supporting retailer incentives. 

How we did it 

Utilising direct data feeds from the Rewards program servers, coupled with a Google website performance feed, a real-time and dynamic view of the program was developed on Pearl Analytics PearlCloud® portal. The Camelot PearlCloud® portal shows a comprehensive compilation of insight dashboards on important metrics, such as the number of new registrants, how well registrants are engaging with the rewards program, as well as the impact of special bonus programs executed by the Camelot team. 

The instantaneous and dynamic access to these insights helps the Camelot team to better direct program and incentive investments, as well as manage sales execution more reactively. 

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