Superdrug gets tough on Lottery

Superdrug has switched off its National Lottery machines in three top-performing stores because of disruption caused by long ticket queues.

The decision could jeopardise plans to connect Lottery terminals in other Superdrug stores. The 600-strong chain says it is still reviewing plans for a roll-out of lottery terminals.

Lottery operator Camelot has embarked on the second phase of its plan to install lottery terminals in stores. It has already connected 13,000, and is aiming to link up another 7,000 by the launch of the scratch-card game in March.

The prospect of large chains pulling the plug on Lottery terminals is not an appetising one for the operator.

Superdrug says of the switch-off: “The Lottery created a huge influx of customers and customer service suffered.”

The three stores, in Southend, South Shields and Islington, decided to turn their machines off last Christmas Eve. Now just eight stores are being tested.

In a new twist, Camelot has set up a subsidiary called Camelot Enterprises to promote licensing deals, merchandising and sponsorship of the Lottery.

Robin Bowler, Camelot Enterprises’ sales and marketing manager, says Camelot has received applications from top brands eager to try out joint marketing exercises with the Lottery.

These could include joint promotions, licensing deals and ads on the back of lottery tickets. Bowler says this will amount to a “significant business”, though he would not be drawn on figures.

Bowler was previously Camelot’s marketing services manager. An announcement on his replacement is imminent.

Superdrug has dropped the position of marketing director from its board, following last week’s departure of Kevin McCarten – who has now become trading director at Woolworths. Marketing duties will be taken on by merchandise director Chris Ash, who will take the title of commercial director.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here