TIPS FOR LEVERAGING BIG LOTTERY JACKPOTS

Big lottery jackpots can be a challenge in terms of shop floor management as well as that they can suck cash out of the local economy that might otherwise have been useful for spending of products in your shop.

1. Have a clearly understood queuing system.
2. Have someone on the floor triaging shoppers. For example, someone may want a simple quick pick. You might have these ready for immediate fast purchase.
3. Ask early. Immediately you know a big jackpot is happening, start pitching to every customer. It's better you win the purchase early.
4. Play good music.
5. On the heaviest day, invite a local busker to entertain, have kids activities on the shop floor, invite a local charity to run a sausage sizzle out the front of the shop. 

Here are some ideas for leveraging big lottery jackpot traffic:

1. Get everyone on board. Everyone working in the shop needs to be on the same page about the jackpot, leveraging the opportunity at the counter, talking to customers, sharing dreams, selling.
2. Make it easy. Preprint tickets ready for people to purchase as a lucky dip. All the same price. Something they could buy with change.
3. Respect other shoppers. Make sure that anyone wanting anything else in your business can easily shop with you. Manage any queue well.
4. Reward early shoppers. Bring purchases forward by offering those who buy in, say, the first four days of an on-sale. With most impulse purchases for a large jackpot being in the last two or three days and these often made while people are out and about, try and 'steal' that business from other retailers. Here are some Earlybird jackpot ideas:
   1. Each purchase of a ticket in the jackpot over, say, $20, gets a free $1 scratchie - you could win $XXX.
   2. Each purchase today goes in the draw for a FREE $50 bonus ticket. Get them to write their name and number on a small form. Print the ticket to show it's real.
   3. Each purchase in the jackpot between now and XXX (three days before the draw) goes in the running to win a System X (choose a size based on your situation).
5. Map the route. Sketch out your floor layout and mark the route most jackpot customers will travel. This shows you the areas of your shop where you need to focus, where to place impulse purchase lines. 
6. On social media. In the week before the jackpot, while you may be tempted to promote it, talk about other products that help define your business instead.
7. Make them walk through it. Create a fresh environment of products through which lottery shoppers to walk. This is where you pitch what you do that is different. It is crucial shoppers walking through the front part of the shop feel and see the change.
8. Pitch at the door. As they enter and, crucially, as they leave. Show them products they would not expect you to have in the shop. Make it easy for people to buy these products.
9. Pitch at the counter. Stand where your lottery customers will stand. Look at what they will see. make sure your messages are clean, simple and engaging. Everything they can see should be about getting them to spend money with you.
10. Care for your team. The week of a large jackpot places extra demands on everyone. Help your team members through this with extra attention on breaks, coffee, water, snacks and other things to demonstrate appreciation for the extra demands on them.
11. Have fun.

The value of any lottery jackpot to your business beyond lottery commission depends on what you do.