A rapid expansion into new retailer categories had seriously eroded the sense of family between Lotto NZ and its 1,500 strong retailer network,the largest in NZ. How could we rebuild the emotional connection and loyalty Lotto traditionally enjoyed with its retailers?
We needed to convince retailers that Lotto genuinely wanted to help grow their business. So we researched, designed and created WinWin, an entirely new Lotto retailer programme. WinWin does away with the conventional rewards idea. Instead it’s designed to offer a mix of business support, performance recognition and staff development rewards linked to key performance indicators, measuring sales, average basket value, the customer experience and support of the Lotto brand.
As well as the Promo Builder, a bespoke and localised online marketing portal which allows retailers to create their own individualised product promotions, they also have access to a rich social marketing programme, which constantly motivates and fosters knowledge share between territory reps and the retailers, reinforcing Lotto as a business partner.
Launched in September 2013 to universal acclaim by retailers and the wider Lotto NZ business, WinWin has become a signature action for Lotto’s wider business transformation. The programme also gained special recognition from Lotto high ups.
This is the most powerful example of retail marketing I have seen us create since I joined the business – congratulations to the team