Shortlist Best channel-marketing initiative: ‘National Lottery Retailer Rewards+ Programme’To support Camelot’s strategy of growing sales;  research was completed over a 12 month period which demonstrated the importance of improving in store compliance and loyalty from their retailers whilst also broadening their offering in retail outlets. The research also demonstrated that increasing compliance drives sales consistently and develops loyalty. The solution had to provide a way to reward a change in behaviour by retailers via a secure mechanic with training and regular B2B comms a key part to the solution.   Corporate Innovations (CI) created a rewards program that incorporated a bespoke branded Mastercard® as the vehicle to reward retailers and a digital platform that provided retailers with point of sale changes, ‘How To’ videos and incentives as well as ways to improve their stores compliance, engage more consumers and earn rewards.37,000 retailers are now included in the rewards scheme. Since its inception in 2011 the program has driven compliance across the estate from 3/10 to 8/10. This has been a pivotal part of Camelot achieving its strategic objective one year ahead of plan.