Front Nesting Table

FY23/24 Omni-Commerce Program Components: Front Nesting Table

This display is a large rectangular table with two small adjacent tables. It is typically located in the front of the engagement aisle. The Front Nesting Table is one of the first displays our customers interact with in the in-store customer journey and is pivotal in bringing the overarching promotional story to life.

This table will showcase a strong brand story or a strong multi-product seasonal story with high-volume products. As much as possible, this display will hold for 2 periods (the season). This display may also be flighted in premium and standard stores.

This is an Excel Applied Promotional Program. Please apply by completing the Excel Application Form before the noted deadline.

FRONT NESTING TABLE

MPTS Code: BSF

Engagement: 123 Stores total

Requirements: 8-12 SKUs including Value-Adds.

STAFF-LED TASTINGS

Engagement: 12K

Requirements: 36-48 units per tasting

Details: 60 employeeled tastings at 20 store locations

LCBO.COM COMPONENT

LCBO.com Feature Page

Note: In all instances of flighting and multiple participating brands, the Feature Page will be assigned to a flight at LCBO Merchandising’s discretion.

Pricing Information

This Package, inclusive of all opportunities and non-negotiable, is available at the following rates per period.

Total (Unflighted)

$130,000 (Period 1-8, 12-13)
$155,000 (Period 10)
$110,000 (Period 11)

Product Focus

P1:
White Spirits

P2:
White Spirits

P3:
White Spirits

P4:
White Spirits

P5:
White Spirits

P6:
White Spirits

P7:
Ontario Wines

P8:
Brown Spirits

P9:
Brown Spirits

P10:
Brown Spirits

P11:
Brown Spirits

P12:
Brown Spirits

P13:
Brown Spirits

Omni-Commerce Components

How It Works

We are pleased to extend our online programming opportunities by amplifying in-store programming with prominent placement on lcbo.com.

This is an automatic, non-optional addition to programming targeted to Trade Associations or Brands approved to participate on the Front or Middle Nesting Tables.

This opportunity will allow Trade Partners to showcase their product and brand in an LCBO-endorsed collection that will:

- Create a direct touchpoint for your product on lcbo.com for a full promotional period;
- Showcase products in a dedicated and curated environment on lcbo.com;
- Drive customer engagement through brand-specific content on lcbo.com.

NOTE: If you choose to apply for the Front or Middle Nesting Table Display Programs, you AUTOMATICALLY apply for this promotional program component.

What's Included

- A templated Feature Page for your Products/Brand featured on the Nesting Table
- This page will live for a minimum of one promotional period, and up to two promotional periods, based on the approved display in-store
- These Feature Pages will have an Image Box on the lcbo.com Homepage, and Feature Placement on Category Landing Page
- Promotion in Social Media and CRM is contingent on participation in a Virtual Experience

LCBO will consider several factors when reviewing online feature page proposals:

- Size of brand/category and potential sales volume.
- Brand (or Association) must have a range of products.
- Consumer benefit: education, solution, engagement, value.
- Compelling brand (or Association) story, and/or new line extension, external campaign in market, etc.
- LCBO benefit: sales, up-sell potential, relevancy.
- Alignment with LCBO seasonal themes, promotions and key consumer occasions.

Multi-Brand Feature

1. Feature Introduction
- Written by LCBO.
- Hero image (may be supplied by the participating sponsor brand).

2. Collection
- Up to 12 SKUs from trade association/brand family (must be unique SKUs rather than different formats of the same product)
- Collection grid will feature product image, brief description and BUY NOW button linking to PIP (Product Information Page)

3. Optional: Curated Box
- eCommerce exclusive SKU featuring an assortment of SKUs from the trade group/brand. Value-adds may be included.

4. Optional: Virtual Event
- Featuring a tasting of discovery box SKUs.
- Event will be developed by LCBO in collaboration with trade partner
NOTE: Virtual Event costs are additional and not included in Feature Page costs.

5. Related Content

- Three cocktail recipes, food pairings or gift suggestions.

NOTE: Cocktail and food pairing/recipes and image assets will be provided by LCBO from existing LCBO assets. Alternate option, at LCBO discretion, is using simple cocktails recipes

(NO food recipes) from participating sponsor brands. Must be vetted and approved by LCBO.

6. Link to a list of selected products (product results page)

Single-Brand Feature

1. Product Introduction
- Written by LCBO.
- Hero image (may be supplied by the participating sponsor brand).

2. Collection
- Up to 12 SKUs from trade association/brand family (must be unique SKUs rather than different formats of the same product)
- Collection grid will feature product image, brief description and BUY NOW button linking to PIP (Product Information Page)

3. Product Results Page
- Link to a list of selected products

4. Optional: Brand Video
- To be supplied by participating sponsor brand where available.
- Must be AODA compliant and available in English and French
- Maximum length: 30 sec.

5. Related Content
- Three product recipes or food pairing suggestions
NOTE: Recipes/food pairings information, in English and French, and image assets will be provided by LCBO from existing LCBO assets. Alternate option is that assets are supplied by participating sponsor brand and must be tested/approved by LCBO at LCBO direction.