CASE STUDY ABOUT VARELOTTERIET: Established in 1887, Varelotteriet is one of Denmark’s oldest lotteries, running multiple draws each month. Their Danish customers continue to spend large amounts with Varelotteriet annually, purchasing a vast amount of tickets. The majority of all ticket sales are distributed back to players and all profits go to charitable, social, and humanitarian purposes in agreement with the Ministry of Justice. THE CHALLENGES: Historically, lottery ticket sales have taken place across a variety of Danish shops and retailers – from kiosks and supermarkets to paint shops, bakers, and bookstores. Although it is now possible to purchase lottery tickets online, half of the ticket sales still take place in physical shops. Therefore, performance in the retail sales

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