While Tatts reps have been telling retailers that Tatts regularly promotes its retail network I am yet to see evidence of this in online ads by Tatts. These are ads placed by Tatts on news sites and social media sites pitching the latest jackpot or product offer.
All the online and social media ads I have seen the ad is about promoting immediate purchase through their website or app. I don’t recall seeing a pitch for the retail network or a link to a facility through which I can easily find my local retailer.
Now I need to note that Tatts is doing what I would do if I were them. For shareholders they need to be selfish and drive the best outcome for their business, and this is to drive online purchases.
The problem is, Tatts demands you spend a ton of cash promoting their brand. Part of their pitch is you do this for us and we do similar for you in our marketing. Maybe I have missed, it but I am not seeing Tatts promoting their retail network. Either they start promoting their retwith ail network or they stop saying the will.
The bigger challenge is how can Tatts partner with the retail network? 24/7? This is what Tatts should be working on. The retail network is a true asset to them. I’d go as far as saying the Australian retail network is the best retail lottery network in the world. Yet Tatts does not treat it well. Tatts actually promotes against the network, as I have written here.
Given the connection being demanded by Tatts between in store and online I think the most immediate connection Tatts could drive would be establishing a fund from their direct online sales, setting aside a portion of their own commission to be rebated to retailers based on the location of purchasers and their retail stores.
This single move would encourage retailers to work with Tatts as it monetises online engagement.
I appreciate this is not a new idea. I and others have pitched it before. The thing is, it is vital now given growth in online isales and the importance of newsagent in store branding to the broader Tatts message.
But the folks at Tatts don’t get this. They only see what works in the short term of their share price. My idea would benefit their share price but over the longer term.
The Tatts retail network is a asset of Tatts, if only they gave retail network the respect it deserves, if only their actions in terms of marketing reflected the words of their representatives when speaking to retailers.
Great ideas Mark, but won’t fall on fertile ground.
They could also help the tech savvy agent by either allowing us to sell on-line, or to at least give as an affiliate style link we could promote via our on-line presence that would return us a recurring commission.