NEW PRODUCT SHELF TALKERS 

This program highlights and promotes the new products at the LCBO. Each new product is featured with a pre-printed shelf talker that communicates product information/tasting notes to our customers. This program is part of the new product purchase process.

 

Rates

$700.00 per product. This is a mandatory one-time fee.

The Merchandising Division will issue invoices for New Product shelf talkers after the listing process is complete.

 

Program Details

The LCBO will produce pre-printed shelf talkers that include product information/tasting notes for all new products (some restrictions apply). Stores that list the product will display the shelf talker for two entire Promotional Turns. Stores are not required to bring in all new products. The introduction of a new size does not warrant a New Product shelf talker.

 

Program Dates

New Product shelf talkers will remain in place for two Promotional Turns. If a product is introduced to stores mid-turn, the New Product shelf talker will be issued for the following turn.

 

Information Required

Suppliers may be asked to provide product information/ tasting notes for the shelf talkers in 25 words or less. All product information is to be submitted to the appropriate Category Manager along with any other documentation requested at the time of purchase. LCBO reserves the right to choose/edit copy to ensure it is consistent with LCBO standards.

 

P.O.P. Specifications and Shipping

The LCBO will produce and ship New Product shelf talkers to all stores.

 

Applications

Suppliers are not required to apply for the program; the program is mandatory for all new products.

 

SHELF TALKERS - NEW LOW PRICE 

This program gives suppliers/agents the opportunity to communicate to customers a price reduction on the regular retail price of a product. It is not for LTO’s.

 

Rates

$700.00 per product, per Promotional Turn (flat rate).

Merchandising will issue invoices for the Shelf Talker Program at the beginning of the Promotional Turn.

 

Program Details

Trade partners may utilize the ‘Shelf Talker – New Low Price’ program to communicate a decrease in a product’s regular price point to customers. The price decrease must be for a significant duration (at least 5 months).

Submissions must be made at least 10 weeks in advance of activation and approvals are at the discretion of the applicable Category Team. All copy must be submitted for review/approval in advance. Copy such as “NEW LOW PRICE” or “WAS $X, NOW $Y” comparisons are permitted. Promotional copy cannot indicate a ‘SAVE’ message, as the change in price is not temporary.

Shelf Talker programs dedicated to this messaging are permitted for 1 period only and cannot be used for consecutive periods.

Stores that carry the product will display the shelf talker on-shelf for the entire Promotional Turn. Store Managers are not required to bring in the products if they do not regularly list them. Limited Time Offer, Air Miles® , and Bundled Bonus Air Miles® are not available with this program.

 

Information Required

Agents will be asked to provide “WAS $X, NOW $Y” details to the respective category administrator at the time of application. These details will be inputted into the Shelf Talker details tab by the Category Administrator and shared with Marketing for signage production.

 

P.O.P. Specifications and Shipping

The LCBO will produce and ship the shelf talker to all Flagship, Full Service and IMAGE stores.

 

IMAGE SHELF TALKERS

This program gives suppliers/agents the opportunity to provide information such as a endorsement, recommendation, award, and product knowledge to customers. The program's priority is to promote small producers brands and super premium/niche products.

 

Rates

$700.00 per product, per Promotional Turn (flat rate). 

Merchandising will issue invoices for the Shelf Talker Program at the beginning of the Promotional Turn.

 

Program Details

Approved products do not have to link to the Promotional theme. The LCBO will produce pre-printed shelf talkers for all participating brands, with product information/tasting notes as provided by the supplier and approved by the appropriate Category Manager. Stores that carry the product will display the shelf talker on-shelf for the entire Promotional Turn. Store Managers are not required to bring in the products if they do not regularly list them. Limited Time Offer, Air Miles® , and Bundled Bonus Air Miles® are not available with this program.

 

Information Required

Suppliers will be asked to provide product information for the shelf talkers. Information provided will be edited to a maximum of 155 characters to fit the format of the printed shelf talker and to ensure it is consistent with LCBO standards. Bilingual shelf talkers will be edited to a maximum of 70 characters. Information suggestions include (25 words or less):

-    Endorsement or recommendation

-    Award/Accolade

-    Product Knowledge

-    Food match or serving suggestion

 

P.O.P. Specifications and Shipping

The LCBO will produce and ship the shelf talker to all Flagship, Full Service and IMAGE stores.