wines, vintages & destination collection strategic direction · 2019-04-27 · wines, vintages...
TRANSCRIPT
Wines, Vintages & Destination Collection Strategic Direction
Kathy Cannon, Director, European Wines & Destination Collection
Marie Cundari, Director, New World & Ontario Wines
Moving Forward Together
Wines, Vintages & Destination Collection
Three Separate Buying Teams
Destination Collection
LCBO Wines Vintages
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Destination Collection
LCBO Wines Vintages LCBO Wines
Vintages Destination Collection
Vintages Wines
Destination Collection Become One Team
September 2018
Marie CundariDirector
Ontario and New World Wines416-365-5882
David CacciottoloActing Category Manager
Australia, New Zealand, Chile, Argentina416-864-2572
Greg MacDonaldActing Category Manager
USA, South Africa, BC416-365-5876
Astrid BrummerCategory Manager
Ontario and Flavoured Wines416-864-6340
Laura RuffoloProduct Manager
Ontario and Flavoured Wines416-864-6743
Vincent FilholProduct Manager
Australia, New Zealand, Chile, Argentina416-365-5860
Aaron PothierProduct Manager
USA, South Africa, BC416-864-6868
O S S UC U
Ontario & New World Wines
Kathy CannonDirector
European Wines and Destination Collection
416-365-5907
Igor Ryjenkov MWCategory Manager
Italy, Spain, Portugal, Fortified, Holiday Gifting416-864-6642
Ann PatelProduct Manager
Italy416-864-6649
Paul FarrellCategory Manager
France, Germany, Greece, Rose, Sparkling, Emerging Europe
416-864-6984
Courtney DawsonCategory Manager
Destination Collection, Kosher, Ecommerce Exclusives
416-864-6342
Adam CaputoActing Product Manager
Spain, Portugal, Fortified, Holiday Gifting416-365-5692
Lisa ChapmanProduct Manager
France416-365-5908
Bobby PanchuProduct Manager
Greece, Germany, Rose, Sparkling, Emerging
Europe416-864-6801
European Wines & Destination Collection
1 Buyer
Classics Vintages Essentials Vintages LCBO Wines
Portfolio Planning
LCBO Wines & Essentials A mass market portfolio that drives traffic, conversion and inventory turns. We invest in customer favourites, affordable prices, and local wines that are continuously available. We augment sales performance and customer engagement with exciting promotions.
Wines Channel Strategies
Vintages Releases A point of differentiation for the organization, Vintages targets engaged S&S and E&E customers by offering an exciting range of exclusive products with limited availability. We deliver on our mandate to be the headquarters for learning through the release circular and events.
Wines Channel Strategies
Destination Collection A niche portfolio of products that caters to the
unique needs of specific communities. We work
with our trade partners to curate a very broad
selection of low volume products not offered in
LCBO Wines and Vintages.
Wines Channel Strategies
Strategic Alignment to Date
• Physically moved • Product call aligned • Holiday gifting timelines aligned • Brands shifting channels • Better promotional planning • Essentials considered in promotional planning • Developed a strategy and growth plan for the Destination Collection
Destination Collection • Low volume • Niche/unique products and brands • Available online and in the destination store • Some online exclusives • Curated and endorsed in collaboration with agents and trade association
LCBO and Essentials • High volume/high turns • Customer favourites – commercial brands • Always available/high store distribution/online • Approachable price points • Curated and endorsed
Vintages Releases • Lower volume • Changing selection & Premium customer favorites • Limited store distribution /online • Unique, premium and allocated products/Emerging trends • Premium priced • Curated and endorsed
There is Still Work to be Done
Destination Collection Objectives • Partner with the trade to curate a
selection of products that our customers want and that fill gaps in the overall portfolio
• Generate incremental sales
• Entice customers to try new and interesting products/brands
• Create an exciting and friendly experience online and in store
The Move Forward Plan • Move Destination Collection into the Merchandising systems and utilize NISS
for new products
• Manage the portfolio in conjunction with selection in Wines/ Vintages / Spirits/ Beer
• Create product plans and targets
• Develop an assortment and a buying schedule to coincide with demand and space allocation in the destination store
Destination Collection
LCBO
Vintages
Right Product Right Channel
Create Compelling
Stories "…I invite you to experience our Destination
Collection; an enhanced selection of products from around the world. You’ll find a collection of unique international products –
more than any store could carry…"
Calendar of Activity January
July August September October November December
February March April May June
Orthodox Easter
Malbec Day
Octoberfest
Instore Experience
Vintages Spirits Integration
A re-alignment of Spirits purchasing enables us to increase agility, collaboration and customer-centricity to
effectively grow our business.
Stacee Roth, Director, Spirits
(416) 864-6347
Peter Cloutier, Category Manager,
Brown Spirits (416) 365-5864
Mike Hodgson, Product Manager,
Whisky (416)365-5873
Kevin Ethier, Product Manager, Tequila, Liqueurs, Brandy/Cognac (416) 864-7655
Colby Norrington, Category Manager,
White Spirits (416) 864-4080
Christina Bellotti-Ramzan,
Product Manager, White Spirits
(416) 864-3425
Spirits Team Org. Structure
Vintages Spirits Structure Transition
2018/19 Sales Total Vintages=$605M Vintages Spirits=$30M • Destination Collection=$25M • Reg. Spirits=$5M 481 Vintages Spirits SKUs • Destination Collection=240 • Reg. Spirits=241
$575M, 95%
$5M, 1% $25M , 4%
Wines
Spirits
DestinationCollection
Spirits purchasing moving forward SPIRITS
• Priority categories: Whisky, Rum, Gin, Tequila ALL
SKUs will transition to spirits ‘shops’.
• Other priority categories: Vodka, Brandy/Cognac (Calvados, Armagnac, Grappa), Liqueurs SELECT SKUs will transition to full/seasonal/one-time buys.
• SKUs transitioning either meet/exceed current sales targets OR serve to raise the profile and total sales of priority categories.
• Broader demand opportunities.
• Merchandised in spirits section AND/OR on-line.
Apply to Spirits
Product Calls
Spirits purchasing moving forward
Apply to ‘Destination Collection’
Product Calls
DESTINATION COLLECTION • Previously ‘Specialty Spirits’: Majority of skus to transition to Destination Collection, SELECT skus moving to Spirits
• Low volume SKUs and/or limited distribution
• Primarily from Asia, Europe, the Middle East, and
South America
• Niche demand, servicing ethnic communities
• Merchandised in spirits section OR within Destination Collection stores OR exclusively on-line
Spirits Purchasing Moving Forward
• On-going transition throughout 2019/20-the teams will continue to work collaboratively to ensure customer needs are met
• Review both ‘Regular spirits’ & ‘Destination Collection’ product calls
• If uncertain, submit to both calls and advise the Category Manager(s)/Product Manager(s) in advance
Updates
Essentials End Aisle First sold space program in Vintages! • Top 50 stores • Designated end • 2 period promotion 1st Period LTO 2nd period on display with no LTO • Double digit sales lifts in both periods
Vintages Merchandising Guide Rollout
• 2018 Pilot demonstrated a positive impact on customer shopping experience with a greater consistency in merchandising between locations and formats.
• Phased roll-out for 2019 to all locations
underway!
Vintages Release Online
CAN you feel the Excitement of Summer?
This Year
Relaunch Wine Style Descriptors
New Product Launch Package
Wines Subscription Box
Q&A
Thank You