Omni-Commerce Program Components: Middle Nesting Table

MIDDLE NESTING TABLE

This display is a large rectangular table with two small adjacent square tables (or baskets in place of side tables), typically located towards the middle of the Power Aisle. It will be a tiered cake-style display in a handful of stores.

This display is meant to showcase a seasonal or regional WINES story (with the exception of P8). As much as possible, stories will hold for 8 weeks (the season). When Food & Drink releases are currently scheduled, this display will also feature the Food & Drink magazine and the product will be featured within a Food & Drink advertorial. This table may also be flighted between premium and standard stores.

NOTE: This is a Non-Applied Program in MPTS. For Period 9 and Period 10, we are looking for seasonally appropriate, big brands from our general list and Vintages Essentials portfolios with strong promotional offers. After the MPTS deadline passes, you will be contacted if your product is selected to participate in this display. Please apply by completing the Excel Application Form before the deadline

MIDDLE NESTING TABLE

MPTS Code: MD

Engagement: 144 Stores total 

Requirements: 8-12 SKUs

STAFF-LED TASTINGS

Engagement: 12K tastings

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 shared between participating brands.

 

Pricing Information

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

  • $120,000 (Periods 1, 3, 5, 6, 8, 12, 13)
  • $140,000 (Periods 2, 4, 7, 9: Food & Drink Displays)
  • $145,000 (Period 10)
  • $102,000 (Period 11)

 

Product Focus

  • P1: March 28 - April 24
  • Wines

 

  • P2: April 25 - May 22
  • Wines

 

  • P3: May 23 - June 19
  • Wines

 

  • P4: June 20 - July 17
  • Wines

 

  • P5: July 18 - August 14
  • Australian BBQ Wines

 

  • P6: August 15 - September 11
  • Mediterranean BBQ Wines

 

  • P7: September 12 - October 9
  • VQA/IDB Wines Flighted (VQA Home page feature)
  • P8: October 10 - November 6
  • Whisky – "Good Partners" (flighted opp)

 

  • P9: November 7 - November 27
  • LCBO Wines / Vintages Essentials (flighted)

 

  • P10: November 28 - January 1
  • Vintages Essentials

 

  • P11: January 2 - 29
  • Wines

 

  • P12: January 30 - February 26
  • Wines

 

  • P13: February 27 - March 26
  • Wines

 

 

 

 

Omni-Commerce Components

Nesting Table Feature Page

 

 

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 who are 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.

This opportunity is available on a Periodic basis as of P5. NOTE: If you choose to apply for the Front or Middle Nesting Table Display Programs, you AUTOMATICALLY apply for this promotional program component.

This opportunity is available on a Periodic basis as of P5. NOTE: If you choose to apply for the Cocktail of the Month Program, 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, Feature Placement on Category Landing Page
  • Promotion in Social Media 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.

Note that if Feature Page holds for 2 Periods, the creative will be refreshed after 4 weeks.

Partners that have been approved and have committed to programs P4 and earlier will have the first opportunity of adding the omni-commerce components to their current commitments.

 

Multi-Brand Feature

Multi-brand Feature Page
  • 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
  • - Up to three related gift suggestions, cocktail recipes OR food pairing suggestions (recipes/food pairings information and image assets will be provided by LCBO; alternate option is that assets are supplied by participating sponsor brand and must be tested/approved by LCBO at LCBO direction.
  •  
  • 6. Link to a list of selected products (product results page)

 

 

Single-Brand Feature

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.

 

 

 

Where It's Located Online

  • Image Box on lcbo.com Home Page
  • Weekly Traffic: 846,546
  •  
Home Page Feature
  • Feature Placement on lcbo.com 
  • Category Landing Page
  • (Clicks through to Feature Page)
Category Landing Page Placement

Document Downloads

This is a Non-Applied Program.

To apply, download the Application Form posted on the Promotional Calendar page, complete and return to your Category Partner by the noted deadline. 

Participating Store List - Middle Nesting Table

Click the link for participating store list

Sell Sheet - Middle Nesting Table Omni-Commerce Program

Click the link for the Middle Nesting Table Sell Sheet