Published: November 28, 2021

WestLotto strengthens retail outlets with record investment

With its largest investment package to date, WestLotto is strengthening brick-and-mortar retail and is thus committed to the future of the 3,200 retail outlets in North Rhine-Westphalia. Around 48 million euros will flow into the stationary sales network by the end of 2026 and ensure a significantly improved lottery experience in all shops.

“With this unprecedented investment package for sales measures, we are setting an example for the common future of WestLotto and the retailers. We are thus strengthening the WestLotto acceptance points in North Rhine-Westphalia as the most important link to our customers, ”says WestLotto managing director Andreas Kötter. With the million investment, WestLotto is giving its sales partners a direct share in last year's price adjustment. A bundle of coordinated measures is being financed, which resulted from a survey carried out in autumn 2020 among the operators of WestLotto retailers as well as a large number of intensive discussions and negotiations by a relevant working group of the partners.

“Our acceptance points offer a safe and comfortable gaming experience every day. That is why we want to make them sustainably fit for the future, ”says Andreas Kötter. In addition to rewards for services at the acceptance points, WestLotto invests in direct and up-to-date customer approach. The visibility and findability of the acceptance points in and via the Internet will be increased and customers will be made aware of attractive offers in a targeted and personal manner. In addition, Germany's largest lottery provider is strengthening the market presence of its contractual partners: In the next five years, all acceptance points will be equipped with a modern WestLotto shop fitting that will meet individual and highest digital demands.

The investment started on November 1, 2021.

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