stacee roth - director, spirits€¦ · merchandise financial planning project . the team . stacee...
TRANSCRIPT
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SPIRITS & RTD STACEE ROTH - Director, Spirits
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Alanna Bailey Category Manager, White Spirits & RTD
Marijke McLean Category Manager,
Brown Spirits
Courtney Allison Inventory Manager,
Spirits & RTD
Carol Fallon Administrative
Assistant
Anton Muljadi Special Assignment –
Merchandise Financial Planning Project
The Team
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Stacee Roth Director Spirits
Courtney Allison Inventory
Manager(ACT)
Matt O’Sullivan Inventory
Replenishment Manager (ACT)
Nelia Arruda Order Specialist (Domestic &FCL Imports) (CDO)
Joe Arbuscato Order Specialist
(RTD & US Imports) (CDO)
Terri McGowan
Inventory Replenishment Analyst (ACT)
Marijke McLean Category Manager
(Brown Spirits & Duty Free)
Peter Cloutier Product Manager
(Whisky)
Sherry Arseneault Category
Administrator (Brown Spirits)
Kevin Ethier Product Manager (Brandy, Liqueurs, Tequila, Duty Free)
Adam Caputo Product Advisor
Alanna Bailey Category Manager
(White Spirits & RTD & Accessories)
Christina Bellotti-Ramzan
Product Manager (White Spirits)
Angela Van Category
Administrator (White Spirits & RTD)
Mike Hodgson Product Manager
(RTD & Accessories, Holiday) (ACT)
Carol Fallon Administrative
Assistant
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$2.21B PLAN
2016/17 +3.7%
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$2.24 B 5.1% VS LY
1.3% VS PLAN
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-0.3%
-0.6%
-0.4%
-0.1%
-0.3%
-0.1%
0.2%
0.4%
0.1%
0.0%
-0.4%
-0.5%
0.5%
0.4%
0.5%
0.2%
0.0%
0.3%
0.1%
0.0%
FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17
Spirits RTD Wines Beer & Cider Vintages
Retail Market Share Growth
*Excludes Grocer, TBS & Duty Free
Spirits & RTD Close the Market Share Gap
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-0.2%
-0.6% -0.6% -0.5%
-0.3%
-0.1%
0.1%
0.3%
0.1%
0.0%
-0.6% -0.6%
0.4%
0.3%
1.0% 0.9%
0.0%
0.3%
0.0%
-0.1%
FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17
Spirits RTD Wines Beer & Cider Vintages
SMi Market Share Growth
*Includes Grocer, TBS & Duty Free
Spirits holds total market share decline
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2017/18 Spirits Plan: + 4.9%, $2.35B
+8.3%
+2.7%
Vodka …………………………….. $537M +4.5% Canadian Whisky ………… $458M +5.6% Rum………………………………… $278M +2.7% Imported Whisky ………….. $290M +8.3% RTD………………………………… $242M +5.1% Liqueurs ………………………… $237M +0.4% Brandy/Cognac …………….. $113M +7.2% Gin………………………………….. $93M +9.9% Tequila …………………………... $66M +10% Other……………………………….. $37M +5.0%
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Products, Sales & Merchandising Strategy
•Exclusive, Drives Margin, KEY STRATEGIC PRIORITY Spirits
remains the lead category
•LCBO as trusted advisor, Ultimate One-Stop Shop Headquarters for
Learning
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SPIRITS STRATEGIES
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9 SPIRITS STRATEGIES
1 INCREASE
SPIRITS SHARE OF VOICE
2 ELEVATE
CANADIAN WHISKY 3
INCREASE SUPPLIER
COLLABORATION
4 ONTARIO CRAFT
SPIRITS SUPPORT
5 ENHANCED
SPIRITS TRAINING
6 OFFER AN
ENVIOUS, SOUGHT-AFTER SPIRITS ASSORTMENT
8 BE ‘THE’
COCKTAIL EXPERTS
9 LEARN MORE
ABOUT THE SPIRITS CONSUMER
INCREASE VISIBILITY
& EXCITEMENT AROUND SPIRITS
IN-STORE & ONLINE
7
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INCREASE SPIRITS SHARE OF VOICE
1
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ELEVATE CANADIAN WHISKY 2
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Build on the positioning of Canadian whisky as a premium category and grow consumer confidence in its quality and craftsmanship.
The Vision
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Canada day whisky celebrations!
• End Aisles • Custom value ads • Custom packaging • Product innovation • Focused advertising • Online 1 day sale
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MY
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OUR ASK: INNOVATION
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INCREASE SUPPLIER COLLABORATION
3
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Spirits & RTD Inventory
A document of upcoming innovations, initiatives and collaboration best practices will be emailed to you shortly…
Thank you for your continued collaboration, mutual accountability & ownership
This year’s focus: On-time shipments, proactive planning and reducing vendor lead times
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NEW Spirits-only Test: • For ‘grandfathered’ participating SKUs, flat
$700 fee vs case fee • Imported SKUs or new SKUs will not be
approved • Continue to apply for plant applied VA in
MPTS • VA’s should not be applied in excess after the
promotion end • Category will continue to approve VA
quantities • Case configurations MUST remain the same,
shipped under the mother SKU/SCC • SUPPLIER MUST REINVEST INTO LCBO
PROGRAMMING
Plant Applied Value-Add program
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Asking F&D from some of the creative from the vodka tasting article
GET MIXIN’ WITH VODKA
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SUPPORT ONTARIO SMALL DISTILLERS
4
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LCBO Supports Ontario Small Distillers
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ENHANCED SPIRITS TRAINING
5
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Execute spirits summit initiatives
1)Spirits University
2)Trade Playbook for store visits
2016
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TRAINING PROGRAMS
100 additional dedicated Advocates covering A & B stores
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SPIRITS SEASONAL GUIDE FOR STORE STAFF
• Target 2-4 guides per year
• Include new launches, buyer’s picks, product features & benefits
• One-in-one-out information
The Best of Fall 2017
EMPLOYEE GUIDE TO THE SEASON’S NEW SPIRITS
LCBO
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OFFER AN ENVIOUS SOUGHT-AFTER SPIRITS ASSORTMENT
6
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E-Commerce
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Online boutiques
Exclusive offers
Curated boxes
Flash sales
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Enhanced whisky shop
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• NEW Innovative concepts
• Stocking stuffers & 50mL
• Gifts < $20
• E-commerce exclusives
• Big brand representation
Holiday Gifting
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INCREASE VISIBILITY AND EXCITEMENT AROUND SPIRITS IN STORE & ONLINE
7
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Spirits Brand Domination P5/P8/P9/P12
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130 stores
Period 1 Participating
stores:
15% vs non-participating stores
Spirits near the cold room display
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Store Manager Survey: “Customers definitely noticed the rezoning effort and were generally positive about the change (i.e. easier to shop)”
Goal: Roll-out all annual re-planograms + New/Relo/Reno stores
PHASE 1 ZONING:
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PHASE 2 ZONING: Enhanced On-Shelf & Category Signage
Spirits section beacon In-section cocktail solutions In-section way-finding Styles called out
BO
LD &
SM
OK
Y
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Clear and colourless; neutral nose; soft grain flavour, alcohol gives sting of warmth
NEW FORMAT TASTING NOTES
Founded in 1864 by Pyotr Arsenievich Smirnov, what we now call Smirnoff was the first vodka to use charcoal filtration in the distillation process. This charcoal filtration produces a spirit that is ideal for mixing because of its smooth and clean palate; perfect in a Moscow Mule.
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Enhanced Tastings Update
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1. PLAN AHEAD – submitting final creative decreases unnecessary administration on both sides
2. Get your application in by the deadline 3. Make sure you are filling out the correct application form 4. Option 1A submissions are limited to 25 activations. The points
allocation ensures you will get most, if not all, of your store selections, so there’s no need to double up on your applications
5. Call the store one week prior to:
• Confirm all components are on hand (banner sign fixture, wicker baskets)
• Confirm delivery arrangements if you are providing a custom bar cart
• Arrange to taste the cocktail with store staff prior to the tasting
6. Take care in setting up an attractive display & experience 7. Choose an appealing and appropriate food match 8. APPLY!!!!! Help shoppers to try before buying & increase your
conversion rate!
ENHANCED TRADE TASTINGS
Tips…
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BE THE COCKTAIL EXPERTS
8
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NEW SPIRITS MINI-THEMATIC STRATEGY
Headquarters for Learning theme = Mixology
• Merchandise simple mixed drink
solutions • Spirits + VA Mixer(s) • Showcase cocktail solution using
display sleeves/necktags • Use bar accessories to enhance
display
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COCKTAIL OF THE MONTH
• Cocktail of the Month endorsed by staff
• ‘How-to’ video instructions for staff, including mandatory cocktail tastings
• Focus on cocktail trends for easy at home solutions
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LEARNING MORE ABOUT THE SPIRITS CONSUMER
9
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DEDICATED SPIRITS CONSUMER RESEARCH
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