Camelot is reinstating a Freephone number for its retailer hotline as part of a new package of support for independent retailers.

The first phase of the so-called AllStars programme will also see independents receiving new and additional POS materials and signage, such as pavement signs, floor mats, poster frames and door signs.

Camelot transferred its Freephone number to an 0844 number in December 2015. The retail hotline is used for day-to-day help and advice. 

Retailers will also receive more contact from Camelot’s sales team, the Lottery operator pledged.

Camelot’s head of retail, James Pearson, said: “Our retail partners play a huge role in helping us deliver over £30m every week for Good Causes, and in helping us create around eight million winners a week across our range of games. This new programme has been specifically developed to aid us in forging closer relationships with our network of 28,000 independents, and to enhance the range of support we provide to help them make the most of selling National Lottery products – and so add value to their businesses.

“In the months ahead, we’ll be looking to launch more initiatives to further underline our long-term commitment to our retail partners. All independents will be receiving a visit from one of our sales executives over the summer to talk through all of the details and, in the meantime, we hope that they can build on the benefits that being a National Lottery retailer brings.”