Billion Dollar Dream Seller: The Tatts digital lotteries machine | #037 - a podcast by Nathan Bush
from 2020-12-06T19:00:30
In this episode of Add To Cart, we are joined by Sharon Anderson, Head of Digital Lotteries at The Lott. You would know The Lott for their brands including Powerball, Oz Lotto and Instant Scratch Its. This is a unique retailer as there are no physical goods to shift and this episode provides a fascinating insight into how you can still sell something that is totally intangible. Sharon takes us behind the scenes with some of the challenges they face in transitioning older customers to online, the tactics they use to navigate app stores that have different rules and regulations and how they handle the huge surges of demand one hour out from prize draws.
Links from the episode:
Signet and Nue Bar (sponsored)
Shopify Plus and Tropeaka (sponsored)
Questions answered in the podcast include:
- Who is The Lott customer and how has that changed over time?
- From a tech point of view, what’s the most challenging part of keeping The Lott trading?
- In digital marketing, where have you experimented recently to change or drive new behaviours?
This episode was brought to you by…
Hi guys, before we get into today’s show, I want to give you the heads up on an exciting new venture that’s launching today Over the last few years, I’ve been consulting with a variety of eCommerce businesses. They usually engage me to solve a technology or marketing problem, but what becomes very clear, very quickly is that it’s often a people or skills capability, rather than a tech or marketing problem that we have to solve. We need to get the structure and capabilities right before we go out and buy that Ferrari that sits in the driveway because no-one can drive it. At the same time, as a retailer, I’ve worked with lots of recruiters, both as an employer and as a candidate. What was obvious to me, was that while there was no shortage of great recruiters, most don't understand our unique world of eCommerce. We’re a bit of that weird hybrid that sits amongst digital, marketing and retail skills and we often have to do them all. That’s why I’ve teamed up with my very good friend and amazing talent finder, Emily Hayden, to launch eSuite. At eSuite, we aim to connect eCommerce talent to help retailers, jobseekers and our communities grow. We’re already working with some high growth eCommerce clients and have some amazing job opportunities live on our website right now. I’ll be sharing more with you over the coming weeks, and introducing Em, but if you want to know more or get in touch, visit esuitetalent.com.au. We are the people for eCommerce growth.
Nue Bar are manufacturers of solid shampoo and conditioner bars that are designed to provide a plastic free hair and body care solution - what will they think of next? They partnered with our partners and packaging supplier Signet to create a sustainable supply chain with eco-friendly packaging solutions, while keeping product transit damages at zero percent...zero percent! Signet has over 5,500 packaging solutions that help leading eCommerce businesses step up their packaging game. Visit Signet.net.au to find out more.
Tropeaka is an Australian nutrition brand, born on Shopify back in 2016, such a long, long time ago. Four years later, volumes have increased, B2B has become a priority and it was time to scale. This meant a transition from Shopify to Shopify Plus and what a transition it was, with the addition of personalised discounts, cart optimisations and a custom check out. Tropeaka were able to increase their average order value from $89 to $94 across 15,000 orders per month. That is a sign of a very healthy partnership. To read more of Tropeaka’s story and see other case studies, visit the customer section on shopify.com.au/plus.
About your host: Nathan Bush from 12HIGH
Nathan Bush is the founder and lead strategist at eCommerce consultancy, 12HIGH. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.
About your co-host: Sharon Anderson from The Lott
Sharon Anderson is the Head of Digital for The Lott, at Tabcorp, Australia's leading gambling-led entertainment company, listed on the Australian Securities Exchange (ASX).
Since 2015, Sharon has driven the digital strategy that has contributed to a significant increase in sales and customer satisfaction scores across The Lott's digital channels.
Sharon is passionate about innovation, customer centricity and data-driven decision making. She has led and worked directly with teams across marketing and technology to transform products, people, and processes at all levels within the organisation.
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