trade information session - doing business …€¦ · trade information session . agenda . ......
TRANSCRIPT
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TRADE INFORMATION SESSION
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AGENDA
Vintages Ecommerce
Updates
1
Wines of the Month
4
Events
5
Licensee Programs
6
Updated Essentials
Targets
3
Questions & Discussion
7
Vintages Brand Campaign, Essentials
Package, & Merchandising
Guide
2
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E-COMMERCE UPDATE
Kathy Cannon, Director, Vintages
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VINTAGES RELEASES ONLINE E-Commerce Update
Starting October 14th – Flagship Discoveries
Starting November 11th – A + B feature products
Quarter 4 – Full release!
Barcode printed in the release book
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2 0 1 7 A W A R E N E S S C A M PA I G N
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1. Increase Vintages awareness with a dedicated brand campaign.
2. Increase program awareness and broaden reach for Release Program with targeted tactics and regular cadence throughout the year.
3. Attract new customers to the category by making the brand more approachable and relevant to a younger, less experienced wine drinker. 4. Change perceptions about what the brand stands for to broaden its reach and appeal.
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GLOBE AND MAIL ROP
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OWNED PUBLICATIONS
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NEW! PRINT ADVERTISING
+
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+
NEW! DIGITAL ADVERTISING
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BRAND CAMPAIGN
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Knowledge & Expertise
Quality & Value Curation Newness & Discovery
NEW! BRAND AWARENESS
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Knowledge & Expertise
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Quality & Value
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Newness & Discovery
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Curation
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BRAND AWARENESS
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RELEASE AWARENESS
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LCBO. COM ENHANCED “P.I.P.”
http://www.lcbo.com/content/lcbo/en/pages/wine/vintages-new-wines-EPP.html
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UNCORK SUMMER JULY 13
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Pre-Event: #uncorkvintages
Paid FB: June 16 – 30 #uncorkvintages content calendar
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Post Event
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Working Together
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THIS IS VINTAGES SEPT. 21
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• Walk-around tasting • Thursday, September 21st • 7-10 pm • Airship 37 (Distillery District)
• $45/person • 200 tickets
This is Vintages Event
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This is Vintages Event • 40+ products (Release & Essentials) • Vintages brand highlight • Kim Crawford brand highlight • Food stations • DJ • Outdoor seating area • #thisisVintages
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2 0 1 7 E S S E N T I A L S : PA I D S U P P L I E R PA C K A G E
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To increase awareness for the Essentials Collection, Vintages is offering a new paid supplier opportunity that includes external media and an in-store display. • Opportunity is available starting in P12 • For two brands • Participating products must be on BAM or LTO offer • Brands will be featured together in promotional material and merchandised
together on display.
• Cost: $20,000 ($10,000 / supplier)
OVERVIEW
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METRO NEWS Half page ad in Toronto on the 1st Thursday of the period Half page ad in Ottawa on the 1st Thursday of the period Reach: Metro Toronto: Circ. 198,198 / Readership 650,000 Metro Ottawa: Circ. 45,639 / Readership 124,000
PRINT ADVERTISING
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FACEBOOK LINK ADS Utilize hyper targeted paid social media to engage target with Essentials message and drive traffic to lcbo.com for purchase.
Timing: 4 weeks Estimated Total Impressions: 2.9 million Targets: Paid posts will target people who are already more likely to be interested in wine. Niche targets - Wine, Winemaking, wine and food matching, wine tasting. Digital ads will link to PIP page on lcbo.com via “buy now” CTA.
PAID SOCIAL MEDIA
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IN-STORE DISPLAY
“CUSTOMER FAVOURITES” 2 skus on front facing end aisle
30 – 50 stores (Toronto & Ottawa)
P12 start
Signage: backer card and shelf talkers
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2 0 1 7 V I N TA G E S M E R C H A N D I S I N G G U I D E
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The boutique merchant within the LCBO
Vintages takes the world of wine and delivers a diverse, hand selected ever-changing portfolio of
unique limited and highly sought after wines. Vintages experts deliver the total wine
experience, empowering customers to explore and shop the globe with confidence.
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NEW! MERCHANDISING GUIDE
A resource that formalizes merchandising requirements and display best practices.
Easy to use guide provides staff with tools to make merchandising
decisions specific to their location. Deliver a consistent shopping experience. Invite new customers to shop Vintages by making the section
easier to navigate. Brand awareness & clarity
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IN-STORE EXPERIENCE
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CONTENT OVERVIEW
All About Vintages
Merchandising Standards
Signage
Building Effective Displays
Operational & Inventory Details
General & FAQ’s
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IMPLEMENTATION
Timing: P6
Introductory letter from Retail, Sales & Marketing to accompany Merchandising Guide.
Launch video on the portal.
Section re-set with VM support.
Fixture enhancements in Flagship stores.
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MAINTAINING THE EXPERIENCE
Quarterly Audit by Visual Merchandising
District Manager Top 5 Checklist
Ongoing Refinement of Guidelines
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MEASURING SUCCESS
Exit Surveys
Customer Engagement
Customer Acquisition Retail Feedback
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UPDATED ESSENTIALS TARGETS
Colby Norrington, Vintages Category Manager, New World Wines
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Updated Essentials Package
VINTAGES NET SALES SKU TARGET - ESSENTIALS
Based on Subset’s performance when composed by 4 SKUs or more.
Based on Set’s performance if
less than 4 SKUs
SKUs cumulative share of the Subset / Set in order to protect 90% of net sales.
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Updated Essentials Package
VINTAGES NET SALES SKU TARGET - ESSENTIALS
Minimum net sales SKU target: $450K. Maximum net sales SKU target: $1.5M. In the example below the new target is $1,200,000:
Set Set Subset Essential Desc.
Net Sales Rolling 13 TY Share
Cum. Share
ITALY RED TUSCANY OTHER Essential 1 5,000,000$ 52% 52%ITALY RED TUSCANY OTHER Essential 2 2,500,000$ 26% 77%ITALY RED TUSCANY OTHER Essential 3 1,200,000$ 12% 90%ITALY RED TUSCANY OTHER Essential 4 1,000,000$ 10% 100%
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WINES OF THE MONTH
Colby Norrington, Vintages Category Manager, New World Wines
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WINES OF THE MONTH Wines of the Month
Eliminating the Benchmark Program as of P9
Expanding the WOM to a bi-weekly program
Additional spots will focus on products only over $22.95
The products will:
‒ Have a wide customer appeal
‒ Over deliver for the price
‒ Provide a trade up opportunity
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HOW IT FITS IN Wines of the Month
Implementation is effective for the last release of P9
The $17 solution is an approachable price point focus program
WOM are wines with broad appeal $19.95 – $22.95
AIS are wines suited to gifting
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EVENTS
Greg Tranah, Director of Operations, Vintages
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OVERVIEW Events
Updates on new initiatives from April Trade Day – Data – Social Media – Brand Booths
Event Tenders for February – August 2018 – Product / Themes – Partnerships – Occasions and Locations
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DATA Events
Long Form ‘ON-LINE’ survey (July 2017) – Access customer attitudes & preferences – Supports development of future experiences and designing the
marketing mix
On-Site Customer Satisfaction Forms (June – forward) – Anonymous, Brief, Supports Metric Development (Ex. 4.5/5)
Measuring Recruitment and Retention (July – forward) – # of New VSO Accounts per Event
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SOCIAL MEDIA Events
Event specific tactics (July, September) Pre promotion (develop content), during (fun hooks), post (sharing,
community), etc. Will integrate with larger Vintages marketing and brand campaigns
where appropriate
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BRAND BOOTHS Events
GOALS CLEAR TOUCH-POINT AT EVENTS ONBOARD NEW CUSTOMERS ENGAGING ACTIVITIES EXPLAIN THE BRAND ACTIVATIONS UNCORK SUMMER – VINTAGES KIOSK (July)
– Facilitate long form survey – Register new customers as Vintages Insiders
ROM CANADA 150 – VINTAGES KIOSK (August) – Register new customers as Vintages Insiders
RECRUITMENT EVENT – VINTAGES WALL (September) – Explain Vintages and Program Wines – Register new customers as Vintages Insiders
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Events
Letter has been issued for February – August tenders – Check Trade Resources
Website Specific Product/Themes
for Event Partnerships between other
brand categories Continue to create new
opportunities Occasions (eg. Brunch) Place (eg. Muskoka,
Collingwood, New Venues)
2018 EVENT TENDERS
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LICENSEE PROGRAMS
Julie Hauser, Senior Planner, Vintages Licensee Programs
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OVERVIEW Licensee Programs
Vintages Licensee Sales Trends
Vintages Licensee Programs Overview
Licensee Only Portfolio Overview
Licensee Only Portfolio Sales Trends
New Licensee Portal
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VINTAGES LICENSEE SALES TRENDS
Licensee Programs
Data as of Period 03 2017/2018
VINTAGES LICENSEE SALES $35M +7.90% Over LY VINTAGES LICENSEE MARKET SHARE 6.43% +7% Over LY
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VINTAGES LICENSEE SALES TRENDS
Licensee Programs
Top Ten Sets by Net Sales
GROWTH CALIFORNIA RED +10.32% SPARKLING OLD WORLD +25.88% NEW ZEALAND WHITE +11.69% ITALY RED +6.00% SPECIALITY PORTFOLIO +10.92% WASHINGTON +66.98% ROSE OLD WORLD +75.60% KOSHER +73.93% SAKE +10.09% FRANCE WHITE +10.48%
LOSS ARGENTINA RED -9.25% PORTUGAL -24.01% EMERGING EURO WHITE -46.79% FRANCE RED -2.80% WHISKY -11.02% CALIFORNIA WHITE -1.94% AUSTRALIA RED -3.87% CENTRAL&S. AMERICA RED -81.27% FORTIFIED OLD WORLD -2.84% ONTARIO RED VQA -6.51%
Data as of Period 03 2017/2018
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VINTAGES LICENSEE SALES TRENDS
Licensee Programs
Top Three Sets by Net Sales
Under $30
Over $30
CALIFORNIA RED +6.14%
NEW ZEALAND WHITE +11.70% WASHINGTON +71.43%
CALIFORNIA RED +22.02%
SPARKLING OLD WORLD
+24.96%
ITALY RED +8.60% Data as of Period 03 2017/2018
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VINTAGES LICENSEE SALES TRENDS
Licensee Programs
Top Three Sets by Case Volume
Under $30
Over $30
CALIFORNIA RED +3.03%
NEW ZEALAND WHITE +12.20% ITALY WHITE -0.88%
CALIFORNIA RED +10.35%
ITALY RED +10.12% SPARKLING OLD WORLD
+23.89% Data as of Period 03 2017/2018
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VINTAGES LICENSEE PROGRAM Licensee Programs
Services to Licensees Pre-order from upcoming releases Licensee tasting opportunities Product Consultation and advice Focus on education and customer service How you can work with us Partner on product tastings
Proposal to Julie Hauser 6 months in advance Refer customers who would like to pre-order Contact Julie Hauser to discuss ways we can work together to sell VINTAGES products E: [email protected]
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LICENSEE ONLY PORTFOLIO Licensee Programs
LCBO collaborates with suppliers to develop and promote the Licensee Only Portfolio Requirements to Participate Sales Target: Minimum $80,000 net per year Requirements: Provide proven sales history and
upfront commitments from on premise customers Expectations: Sales driven by agents Sales Tools Portfolio available on new licensee portal Existing skus can participate in LTO’s
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LICENSEE ONLY PORTFOLIO SALES TRENDS
Licensee Programs
Set Net Sales Growth vs LY
Net Volume Growth vs LY
Old World +15% +7%
New World +18% +10%
Data as of Period 03 2017/2018
LICENSEE ONLY NET SALES $5.54M
+17% Over LY
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LICENSEE PORTAL Licensee Programs
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LICENSEE PORTAL Licensee Programs
Website https://hellolcbo.com/app/licensee/home
Features All licensee FAQ migrated to this site Licensee specific content. Requires Login.
– Licensee Only Portfolio – Licensee price lists – Licensee price breakdown and calculator