This ad for Tatts appeared in the Facebook feed on my phone over the weekend. Take a look, nowhere does it pitch in-store purchase. This ad is 100% about direct purchase by the customer through the Tatts App.
Since I have the Tatts App on my phone, the ad has a button “Use App” that I can click to easily and immediately make the purchase.
This type of marketing is what I would do if I was Tatts. It is efficient and enhances the direct shopper relationship. This has to be a core focus for their business.
Purchases through the App drive shopper stickiness in ways the in-store purchase cannot. This is just one of many reasons the direct shopper is more interesting and valuable to Tatts.
Retailers cannot compete in the evolution of lottery purchases in my view. I hope I am wrong, I hope I am missing things in my assessment of what I see coming.
I think this says a lot about the Set For Life Game. Conceived with aim of adding younger punters and thereby growing overall sales the game has actually mainly appealed to tradional punters and has not added to total take. Now it is under pressure from the new emphasis on big jackpots.
That’s an interesting point Colin. I have to say I have not noticed this type of App only focus in marketing for a while.