Camelot reinstates free retailer hotline

National Lottery display

Camelot has unveiled a new, comprehensive package of support specifically designed for its 28,000 independent National Lottery retailers.

The ‘Allstars’ programme aims to help independent outlets make the most of The National Lottery in their store – to help boost retailers’ bottom lines and build on the £36bn that they have helped Camelot to raise for good causes since 1994.

The first phase of the ongoing programme will see independents – which make up around 60% of Camelot’s retail estate – receiving new and additional permanent point-of-sale materials and signage, such as pavement signs, floor mats, poster frames and door signs.

The increased package of support also sees the return of free calls to the Retailer Hotline from June 5. Camelot drew fire from the NFRN in 2015 when the previously-free Hotline was transferred to an 0844 number.

Retailers can also expect increased contact from Camelot’s sales team.

Camelot’s Head of Retail, James Pearson, commented: “Our retail partners play a huge role in helping us deliver over £30 million every week for good causes, and in helping us create around eight million winners a week across our range of games. This new programme has been specifically developed to aid us in forging closer relationships with our network of 28,000 independents, and to enhance the range of support we provide to help them make the most of selling National Lottery products – and so add value to their businesses.

“In the months ahead, we’ll be looking to launch more initiatives to further underline our long-term commitment to our retail partners. All independents will be receiving a visit from one of our sales executives over the summer to talk through all of the details and, in the meantime, we hope that they can build on the benefits that being a National Lottery retailer brings.”

Welcoming the news as a vote of confidence in the independent sector, NFRN Chief Executive Paul Baxter said: “Through this new package of support, including the return of a new retail hotline to report service-related issues, Camelot is demonstrating that it recognises the vital role that independent retailers play in the success of the national lottery and the money it raises for good causes.

“We look forward to working closely with Camelot to generate extra sales.”

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