With Christmas not really started yet, the lottery jackpots of next week will drive some excellent traffic to newsagents who sell Tattersalls, Golden Casket, NSW Lotteries, SA Lotteries and LotteryWest products. This traffic boost is an excellent opportunity to configure the store layout and the counter to drive the up-sell. Candy, pens, crossword books, ZOO magazine, lost cost food magazines – these all work at the lottery counter as long as it is not cluttered.
We have a few seconds at the counter with the additional traffic and I don’t want to have my team act likes the monkeys in Coles and Woolworths petrol outlets with their u0psell gibberish. No, we will use the counter and store itself to drive the up-sell. Newsagents ought to decide on a daily offer and put it at the counter to drive the silent up-sell. With the anticipated 10% to 25% increase in sales it is excellent timing. It is also a good opportunity to hand lottery customers a flyer – promoting the business and with an offer to lure them back in.
If only a publisher had a special offer for the lottery counter. I have pitched this previously to Lovatts for a crossword offer without success.