Newsagencies with a lottery agency will do stellar business today thanks to the $27 million superdraw. The smart operators leverage the 50% – 200% traffic boost into good sales of magazines, newspapers and greeting cards. We need better co-ordination between newsagents and their non-lottery suppliers to make better use of the superdraw opportunities. A special newspaper or magazine deal built around the super draw could have delivered a perfect win win. In my shop we hired a spruiker for four hours, created some specials of our own and were run off our feet.
A good example of a deal would have been an offer today for WHO. The new issue was out yesterday so it’s fresh on the shelves. Buy a ticket of a certain value and get WHO for, say, half off. Reintroduce people to the title on the back of super draw traffic. The same would work for newspapers.
The opportunities for leveraging this traffic are endless. The next opportunity is Tuesday next week. OzLotto is $10 million and that means Tuesday traffic will be up 25% in many stores.