Camelot pilot Comtech's Wireless Display Messaging Solution

January 24, 2005

  • In-store wireless display at the point of sale managed from a central location
  • To improve lottery jackpot level awareness through reliable wireless display communication
  • Drive incremental revenues, reduce retailer involvement and the need to send out POS packs

Comtech today announced a pilot trial of a wireless display messaging solution for Camelot, operator of the UK National Lottery. It is designed to encourage sales in the Lotto and EuroMillions games, which offer three jackpot wins each week.

Since these games offer rolling jackpots, there has been a challenge in the retail environment to accurately communicate the jackpot levels, especially since turn around times do not permit accurate printing of jackpot amounts in time. Point of Sale (POS) packs are therefore produced based on minimum sales forecast, which places too much emphasis on retailers to update. The key needs are to reduce the retailer involvement and increase the accuracy of the rollover communication and the associated jackpot level. Furthermore, Camelot wanted to raise awareness of the new EuroMillions game to ensure customers are aware that it is a rolling game with huge jackpots.

The potential solution lies with centrally controlled jackpot information communicated to automated electronic displays in the National Lottery retailers' stores. A 100 unit pilot system has been deployed in the UK utilising Comtech's wireless display messaging solution. It is comprised of a central management application that determines jackpot levels from Camelot and delivers this information to the automated displays over the Orange wireless network. Comtech have leveraged Sony Ericsson M2M technology within the automated display.

The wireless display solution will only move forward to rollout if the pilot trial proves both the business case and the effectiveness of the underlying technology. To do this, it must drive incremental sales from the awareness of jackpot levels, show a Return on Investment (ROI) over a defined period and increase awareness of the new game.

Simplicity is the key to success - simple, accurate and easily understood messages are needed at the point of sale to influence purchases, " said Steve Whitehead, Technical Director, Comtech Holdings Limited "But don't be fooled - beneath the simplicity lies complex wireless technologies and Internet based communication. This is a communication solution with a display … rather than a display solution with communication!

Real time communication provides a new dimension to in-store marketing. "The jackpot communication solution provides an opportunity for Camelot to dynamically change messages in-store aligned with mass media TV and radio campaigns," said Natalie Somerville, Head of Creative Services at Camelot.

Contact M2M Sales

E-mail: sales@comtechm2m.com

Tel: +44 (0)1204 664333

Fax: +44 (0)1204 664334

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