Superdrug is launching its own scratchcard game, following the 800-strong chain’s decision to pull out of trials for the National Lottery earlier this year.
The chain switched off Camelot lottery machines after it found that queues for tickets were clogging up stores, making shopping difficult for other customers (MW June 2).
Superdrug claims to be the first retailer in the UK to launch its own scratchcard game, although the idea has been tried in the US and Europe.
This week the chain launches Beauty Spots scratchcards, offering nearly 1m in prizes, including trips for two to some of the world’s most beautiful destinations. It will be supported by national press and radio ads in London.
If successful, Superdrug will launch further scratchcards next year.
Beauty Spots is aimed at promoting Superdrug’s own-label health and beauty products. Shoppers will receive one card for each own-label product they buy. The game runs until November 19.
Courts, the furniture retailer, is considering launching scratchcards next year. Marketing controller Robert Beck says: “This is something we have looked at. We may look at it again after our present prize draw promotion ends.”