Our Promotional Strategy

We are pleased to share our promotional strategy, priorities, and opportunities for the Fiscal 24/25 year. This document gives you, our Trade Partners, a high-level view to the complete year, to enable holistic and collaborative annual planning. Our plans continue to be guided by our brand promise, Perfect Choices Made Easy. Moments Made Great, and are built to deliver a customer-first, relevant, and seamless omni-channel experience.

Our Priorities

Product Discovery
Our promotional periods will help customers easily discover the perfect choice by focusing on a relevant product trait: New/Trendy, Local, Easy Solutions, Value/Rewards or Lighter Choices.

Loyalty & Rewards
Our loyalty program, Aeroplan, provides us with valuable customer data enabling personalization and supporting business decision. We will continue to offer exciting opportunities to participate in Aeroplan programming.

We will continue to enhance LCBO’s reputation as a destination for inspiring gifts by helping customers shop for both core gift occasions, and everyday celebrations - from birthdays to “thank you’s”. Our new Online Gift Shop and in-store gifting displays (formally Mini-Thematic programs) will help us drive this business priority.

Social Impact
Through the Spirit of Sustainability, we will amplify our ongoing commitment to support the province’s social and environmental needs, ensuring the decisions we make have positive impacts across Ontario’s diverse communities. 

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