National Lottery operator Camelot is launching a new reward-backed in-store standards programme, which it claims could help retailers boost store sales by up to £4,200 a year.

The new 10-point Site, Stock, Sell initiative encourages retailers to assess a range of measures such as where their in-store playstation is located, how well stocked their dispensers are and how they could advertise to customers more effectively.

Camelot’s head of retail James Pearson said: “I’m thrilled to launch our new Site, Stock, Sell programme for our retail partners across the UK.

“Better in-store standards could increase a retailer’s National Lottery sales by up to 3.5% – that’s an incredible £4,200 per year. And, of course, more sales mean more sales commission for retailers and more money for Good Causes.

“With our recently-expanded retail sales team now in place and every retailer getting an average of four visit a year, this is a really exciting time.”

The Site, Stock, Sell programme will be rolled out to retailers in the coming weeks through face-to-face visits from Camelot’s 120-strong retail sales team.

The improved initiative will be accompanied by a bespoke rewards scheme, giving retailers the opportunity to earn up to £140 in cash rewards every year.

Retailers will earn £10 for a Site, Stock Sell score of 8/10, £15 for 9/10 and £25 for 10/10. 

Camelot will be running a series of quarterly bonus events to give store owners the chance to win large cash prizes. Retailers who score eight points or more will automatically be entered into the draw.

Retailers can also earn an extra £10 for uploading photos of their store online.

To enter for a chance to win £10,000, National Lottery retailers should register online through the National Lottery All Stars website. The first draw will give any retailer a chance to win, regardless of their Site, Stock Sell score.