TRADE INFORMATION SESSION
AGENDA 5 6 1 2 3 4 7 Vintages Vintages Brand Updated Events Licensee Ecommerce Campaign, Wines of the Questions & Essentials Programs Updates Essentials Month Discussion Targets Package, & Merchandising Guide
E-COMMERCE UPDATE Kathy Cannon, Director, Vintages
VINTAGES RELEASES ONLINE E-Commerce Update Starting October 14 th – Flagship Discoveries Starting November 11 th – A + B feature products Quarter 4 – Full release! Barcode printed in the release book
2 0 1 7 AWA R E N E S S C A M PA I G N
1. Increase Vintages awareness with a dedicated brand campaign . 2. Increase program awareness and broaden reach for Release Program with targeted tactics and regular cadence throughout the year. 3. Attract new customers to the category by making the brand more approachable and relevant to a younger, less experienced wine drinker. 4. Change perceptions about what the brand stands for to broaden its reach and appeal.
GLOBE AND MAIL ROP
OWNED PUBLICATIONS
NEW! PRINT ADVERTISING +
NEW! DIGITAL ADVERTISING +
BRAND CAMPAIGN
NEW! BRAND AWARENESS Newness & Curation Knowledge & Quality & Value Discovery Expertise
Knowledge & Expertise
Quality & Value
Newness & Discovery
Curation
BRAND AWARENESS
RELEASE AWARENESS
LCBO. COM ENHANCED “P.I.P.” http://www.lcbo.com/content/lcbo/en/page s/wine/vintages-new-wines-EPP.html
UNCORK SUMMER JULY 13
Pre-Event: #uncorkvintages Paid FB: June 16 – 30 #uncorkvintages content calendar
Post Event
Working Together
THIS IS VINTAGES SEPT. 21
This is Vintages Event • Walk-around tasting Thursday, September 21 st • • 7-10 pm • Airship 37 (Distillery District) • $45/person • 200 tickets
This is Vintages Event • 40+ products (Release & Essentials) • Vintages brand highlight • Kim Crawford brand highlight • Food stations • DJ • Outdoor seating area • #thisisVintages
2 0 1 7 E S S E N T I A L S : PA I D S U P P L I E R PA C K A G E
OVERVIEW To increase awareness for the Essentials Collection, Vintages is offering a new paid supplier opportunity that includes external media and an in-store display. • Opportunity is available starting in P12 • For two brands • Participating products must be on BAM or LTO offer • Brands will be featured together in promotional material and merchandised together on display. • Cost: $20,000 ($10,000 / supplier)
PRINT ADVERTISING METRO NEWS Half page ad in Toronto on the 1 st Thursday of the period Half page ad in Ottawa on the 1 st Thursday of the period Reach : Metro Toronto : Circ. 198,198 / Readership 650,000 Metro Ottawa : Circ. 45,639 / Readership 124,000
PAID SOCIAL MEDIA FACEBOOK LINK ADS Utilize hyper targeted paid social media to engage target with Essentials message and drive traffic to lcbo.com for purchase. Timing: 4 weeks Estimated Total Impressions: 2.9 million Targets: Paid posts will target people who are already more likely to be interested in wine. Niche targets - Wine, Winemaking, wine and food matching, wine tasting. Digital ads will link to PIP page on lcbo.com via “buy now” CTA.
IN-STORE DISPLAY “CUSTOMER FAVOURITES” 2 skus on front facing end aisle 30 – 50 stores (Toronto & Ottawa) P12 start Signage: backer card and shelf talkers
2 0 1 7 V I N TA G E S M E R C H A N D I S I N G G U I D E
The boutique merchant within the LCBO Vintages takes the world of wine and delivers a diverse, hand selected ever-changing portfolio of unique limited and highly sought after wines. Vintages experts deliver the total wine experience, empowering customers to explore and shop the globe with confidence .
NEW! MERCHANDISING GUIDE A resource that formalizes merchandising requirements and display best practices. Easy to use guide provides staff with tools to make merchandising decisions specific to their location. Deliver a consistent shopping experience. Invite new customers to shop Vintages by making the section easier to navigate. Brand awareness & clarity
IN-STORE EXPERIENCE
CONTENT OVERVIEW All About Vintages Merchandising Standards Signage Building Effective Displays Operational & Inventory Details General & FAQ’s
IMPLEMENTATION Timing: P6 Introductory letter from Retail, Sales & Marketing to accompany Merchandising Guide. Launch video on the portal. Section re-set with VM support. Fixture enhancements in Flagship stores.
MAINTAINING THE EXPERIENCE Quarterly Audit by Visual Merchandising District Manager Top 5 Checklist Ongoing Refinement of Guidelines
MEASURING SUCCESS Exit Surveys Customer Engagement Customer Acquisition Retail Feedback
UPDATED ESSENTIALS TARGETS Colby Norrington, Vintages Category Manager, New World Wines
VINTAGES NET SALES SKU Updated Essentials Package TARGET - ESSENTIALS Based on Subset’s performance when composed by 4 SKUs or more. Based on Set’s performance if less than 4 SKUs SKUs cumulative share of the Subset / Set in order to protect 90% of net sales.
VINTAGES NET SALES SKU Updated Essentials Package TARGET - ESSENTIALS Minimum net sales SKU target: $450K. Maximum net sales SKU target: $1.5M. In the example below the new target is $1,200,000: Rolling 13 TY Share Cum. Essential Net Sales Set Set Subset Desc. Share ITALY RED TUSCANY OTHER Essential 1 $ 5,000,000 52% 52% ITALY RED TUSCANY OTHER Essential 2 $ 2,500,000 26% 77% ITALY RED TUSCANY OTHER Essential 3 $ 1,200,000 12% 90% ITALY RED TUSCANY OTHER Essential 4 $ 1,000,000 10% 100%
WINES OF THE MONTH Colby Norrington, Vintages Category Manager, New World Wines
WINES OF THE MONTH Wines of the Month Eliminating the Benchmark Program as of P9 Expanding the WOM to a bi-weekly program Additional spots will focus on products only over $22.95 The products will: ‒ Have a wide customer appeal ‒ Over deliver for the price ‒ Provide a trade up opportunity
HOW IT FITS IN Wines of the Month The $17 solution is an approachable price point focus program AIS are wines suited to gifting WOM are wines with broad appeal $19.95 – $22.95 Implementation is effective for the last release of P9
EVENTS Greg Tranah, Director of Operations, Vintages
OVERVIEW Events Updates on new initiatives from April Trade Day – Data – Social Media – Brand Booths Event Tenders for February – August 2018 – Product / Themes – Partnerships – Occasions and Locations
DATA Events Long Form ‘ON-LINE’ survey (July 2017) – Access customer attitudes & preferences – Supports development of future experiences and designing the marketing mix On-Site Customer Satisfaction Forms (June – forward) – Anonymous, Brief, Supports Metric Development (Ex. 4.5/5) Measuring Recruitment and Retention (July – forward) – # of New VSO Accounts per Event
SOCIAL MEDIA Events Event specific tactics (July, September) Pre promotion (develop content), during (fun hooks), post (sharing, community), etc. Will integrate with larger Vintages marketing and brand campaigns where appropriate
BRAND BOOTHS Events GOALS CLEAR TOUCH-POINT AT EVENTS ONBOARD NEW CUSTOMERS ENGAGING ACTIVITIES EXPLAIN THE BRAND ACTIVATIONS UNCORK SUMMER – VINTAGES KIOSK (July) – Facilitate long form survey – Register new customers as Vintages Insiders ROM CANADA 150 – VINTAGES KIOSK (August) – Register new customers as Vintages Insiders RECRUITMENT EVENT – VINTAGES WALL (September) – Explain Vintages and Program Wines – Register new customers as Vintages Insiders
2018 EVENT TENDERS Events Letter has been issued for February – August tenders – Check Trade Resources Website Specific Product/Themes for Event Partnerships between other brand categories Continue to create new opportunities Occasions (eg. Brunch) Place (eg. Muskoka, Collingwood, New Venues)
LICENSEE PROGRAMS Julie Hauser, Senior Planner, Vintages Licensee Programs
Licensee Programs OVERVIEW Vintages Licensee Sales Trends Vintages Licensee Programs Overview Licensee Only Portfolio Overview Licensee Only Portfolio Sales Trends New Licensee Portal
VINTAGES LICENSEE Licensee Programs SALES TRENDS VINTAGES LICENSEE SALES $35M +7.90% Over LY VINTAGES LICENSEE MARKET SHARE 6.43% +7% Over LY Data as of Period 03 2017/2018
Recommend
More recommend
