We have changed our approach to naming lottery syndicates and its is helping drive sales. Whereas in the past we had used aspirational names, we have now linked team member names with the aspiration – as shown in the example in the photo – Jason’s Island. There is an element of competition – by team members and customers – in the naming. It’s fun.
There is nothing new in this idea, plenty do it. I mention it here to reflect the opportunity of change. This is the third change to how we name our lottery syndicates in three years. While each change gives a kick, the change this time around has worked particularly well.