Developed a Player Relationship and eCRM Strategy for the National Lottery that was built on key customer insights and an over-arching, strategically coherent and player-oriented business case.

Chilli Pepper developed and implemented the first ever Player Relationship and eCRM Strategy for the National Lottery, in order to deliver focused business results and help them build long-standing relationships with players to drive engagement, retention, and loyalty.

The National Lottery, established in 1986, is the state-licensed lottery of the Republic of Ireland, and was created to raise funds for good causes. It began operations in 1987 when it issued its first scratch cards, and launched Lotto the following year. Today, it offers its players Lotto and Lotto Plus draws on Wednesdays and Saturdays, EuroMillions and Plus draws on Tuesdays and Fridays, and two Daily Million draws each day. Its other games include televised bingo, Millionaire Raffles, online instant-win games, and various scratch cards.

National Lottery tickets and scratch cards are sold by over 5,400 retail agents around the country, and since 2009, the National Lottery has offered players the facility to buy lottery tickets and play instant-win games on their website, and now app.

The National Lottery’s key focus was to grow their online lottery ticket sales and encourage more players to play their online instant-win games, all whilst building long-standing relationships with these online players to drive engagement, retention, and loyalty.

As a result, Kepak appointed Chilli Pepper to develop their first ever Player Relationship and eCRM Strategy to ultimately drive digital player engagement.

As with all strategic projects, we approached the development of their Player Relationship and eCRM Strategy utilising Chilli Pepper’s proven 4 Stage Proprietary Strategic Loyalty Process, including a Business Deep Dive, a bespoke Player Relationship Innovation Workshop, and Player Research.

Our Strategic Loyalty Process unearthed who our key player segments were, as well as their needs and motivations, that would be instrumental in the development of the Player Relationship and eCRM Strategy.

After reviewing all of the findings and identifying key player insights, Chilli Pepper developed and presented the Player Relationship and eCRM Strategy to the National Lottery Project Team.

Once strategy sign-off was confirmed by the National Lottery, they requested that Chilli Pepper manage the implementation of it.

Implementation included:

  • Executing our proposed highly targeted eCRM Strategy via email and app push notifications.
  • Identifying and targeting player segments that had a higher propensity to engage in National Lottery digitally, and developed bespoke creative and copy for their particular weekly communications.
  • Developed and executed highly segmented, responsible, player promotions, that encouraged players to add funds to their online wallets in exchange for monetary rewards – these promotions achieved incredible uplift and outstanding ROI.

The implementation of the National Lottery’s first ever Player Relationship and eCRM Strategy was a huge success, and drove high digital engagement, increased frequency of play and spend across all of National Lottery’s digital channels.

We appointed Chilli Pepper to develop our Player Relationship Strategy, which was an outstanding piece of work.

The strength of their strategic process was incredible, and we would never have uncovered the necessary and key customer insights needed to build such a successful Customer Strategy without them.

As a result, we asked Chilli Pepper to develop and implement our eCRM Communications Strategy – a key new project within the business.

Chilli Pepper’s support and expertise throughout the project has been pivotal in growing our digital player engagement. Not only that, but the team operated with integrity and professionalism at all times.

Their ability to strategically develop and execute key campaigns on a daily and weekly basis, and capture and interpret results, is second to none.

Their creative and copy input has also been of great benefit to the Digital Marketing Team, and was a key component in the overall eCRM Strategy.

I have really enjoyed working closely with Chilli Pepper, and I could not recommend them enough.

They have been the most supportive and professional agency that I've ever worked with, who can fully integrate with cross functional teams, and add huge value with their core competencies and beyond.

Player Relationship Manager, National Lottery

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