Magazine article Marketing

Lottery Shops Offer Consumers National Lotto Via the Back Door

Magazine article Marketing

Lottery Shops Offer Consumers National Lotto Via the Back Door

Article excerpt

The UK is to have its first national chain of lottery shops.

The venture will be fronted by managing director Ron Delnevo, formerly with Tie Rack and Essanelle, and chairman Paul McGlade -- recent buyr of the ailing Sock Shop chain.

Kiosks will be branded The Lotto Shop and will sell scratcheards for Golden Grid subsidiary UK Charity Lotteries (UKCL) in stations, shopping centres and high streets. It will aim to raise more than 500,000 pounds for charity each year.

The scratchcards launched in London with a 3m pounds ad campaign last February. UKCL claims the promotion will become the first nationally marketed lottery in this country.

Delnevo and McGlade plan to open 500 Lotto Shops nationwide, each generating at least 100,000 pounds for charities every year.

UKCL scratchcards are already sold through newsagents and petrol stations, but The Lotto Shop has an exclusive deal to seal through dedicated shops and claims it can out-perform others by up to 40 times. …

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