LEANNE RHEE - Doing Business with LCBO€¦ · $1.0 billion . 2014-15 net $ sales lcbo . $784...
Transcript of LEANNE RHEE - Doing Business with LCBO€¦ · $1.0 billion . 2014-15 net $ sales lcbo . $784...
LEANNE RHEE CATEGORY MANAGER, BEER & CIDER
BEER & CIDER
BEER & CIDER TEAM
KAREN CARTER ADMINISTRATOR
MARK WILSON PRODUCT MANAGER
LEANNE RHEE CATEGORY MANAGER
NEAL BOVEN PROJECT MANAGER
Buyer Net $ Sales Variance %
LCBO Beer & Cider $783,901,027 +6.7%
The Beer Store (Wholesale Shipments)
$269,528,842
+3.1%
TOTAL $1,053,429,869 +5.7%
NET $ SALES EXCEED
$1.0 BILLION
2014-15 Net $ Sales LCBO $784 MILLION +6.7% VS LY
3 2 1 ONTARIO CRAFT BEER • EXISTING BREWERY
GROWTH • NEW ENTRANTS • SEASONAL
RELEASES
ONTARIO BEER • BIG BRAND
GROWTH • 6 PACK SHRINK • TACTICAL
MARKETING
CIDER • SOLID GROWTH
EXISTING BRANDS • INCREASING
CONSUMER INTEREST
• LOCAL CRAFT OFFERINGS
2014-15 growth categories
2015-16 Net $ Sales Plan LCBO
$838 MILLION +6.9% VS LY
TOP CIDER AND
BEER INITIATIVES
3 2 1
EVOLVING ASSORTMENT
SUSTAINABLE FLAVOURS
LARGE & VARIETY PACKS
TEST SEASONAL PRODUCTS
NEW MERCHANDISING
BY SEGMENT
ONTARIO CRAFT FLAVOURED PERRY APPLE
INCREASED PROMOTIONAL
OPPORTUNITIES
ENHANCED BIN TICKET
INFORMATION
Traditional Dry
FLAVOUR - added 2014
STYLE - adding 2015
SUPPORT EMERGING
LOCAL INDUSTRY
TO BE THE BEST CRAFT BEER RETAILER IN CANADA
3 SEASONALS / ONE
SHOTS 2 1 BREWERY FEATURE
SEASONAL CRAFT
PROGRAM
ASSORTMENT UPDATES
2 1
CRAFT BEER PROJECTS
Craft Beer Destination Summerhill
Craft Beer Pilot
25 stores
25 STORES ACROSS
PROVINCE
ALL CRAFT BEER MERCHANDISED
TOGETHER
ONTARIO CRAFT BEER PROMINENT
MERCHANDISE BY
BEER STYLE
Lager Pilsner Ale IPA Belgian Stout/ Wheat Lagered Ale Porter Ale
ALE
Made with 100% Ontario ingredients; this easy-drinking ale is great with grilled meat
INFORMATIVE SIGNAGE
2 1
CRAFT BEER PROJECTS
Craft Beer Destination Summerhill
Craft Beer 25 store
Pilot
SUMMERHILL CRAFT BEER DESTINATION
GROWLER STATION
capped for freshness
fresh craft beer
reuseable & refillable
amber coloured
1.89 litres
WHAT IS A GROWLER?
WHAT IS A GROWLER STATION?
• Keg beer is dispensed into a growler
• Launch with 3 units with additional lines possible
• Fill on site • Pre filled growlers
available for sale • Sampling available
• Craft beer not available in packaged format
• Limited availability / seasonal craft beers
• Initially local Ontario craft beer
• Future expansion to other craft beer
WHAT’S ON
TAP?
• All craft beer together • Merchandise by region and beer style • Informative signage
MERCHANDISING &
SIGNAGE
• Best of Toronto • Rare and unique
products • Only available at…
TAILORED ASSORTMENT
• Brewmaster tutored tasting • Launch events • Product knowledge Sessions
SPECIAL EVENTS
• Enhanced/specialized training
• More than one Beer Ambassador
• Easily identified
BEER AMBASSADORS
SUMMERHILL OPENING
AUGUST 2015
3 2 1 TOP 3 TAKE-AWAYS
BEER & CIDER
CIDER OPPORTUNITY FOR LARGE PACK SIZES
CRAFT BEER BE THE BEST RETAILER IN CANADA
FUTURE SUPPLIER COLLBORATION TO NAVIGATE NEW RETAIL LANDSCAPE
EDISON YON
PLANNING & OPERATIONS
team
David Cacciottolo PRICING ADMINISTRATION
Pankaj Singh
PROJECT MANAGEMENT
Rosemary Canavan
IN-STORE TASTING
Jim Sheridan
RECEPTION
the
IN-STORE TASTING PROGRAM
ANOTHER SUCCESSFUL
YEAR!
# of Tastings 2014/15 32,220 # of Tastings 2013/14 29,982 # of Tastings increased + 2,238 or + 7.4% CHARITY DONATION $355,718 !!!
Reporting standards for Demonstrators Check-in Smart Serve
Dress Code, including name tag In-store Tasting Guidelines - eLearning Demonstrator Code of Conduct
OPPORTUNITY #1
Demonstrators
Functionality to cancel an approved tasting
Functionality to replace a product New products and delisted products Less manual intervention
OPPORTUNITY #2 Enhancing the
Automated Process
LOOKING AHEAD...
Agents are invited to participate in a
FOCUS GROUP, to improve the
program & its processes.
In-Store Tasting
Program
NISS ENHANCEMENTS EFFECTIVE MAY 24, 2015
New NISS Message Centre
Removing unnecessary information requirement
FAX
NUMBER
Ability to provide helpful product-based information
Improving means for communicating necessary
documents
PURCHASE ORDER Review
Non-compliance to PO Terms and Conditions Introduction of Vendor Debits Finalizing the processes Share details in a letter to trade Launch Q2
** NEW ** VENDOR DEBIT
System
CHANGES IN PRICING ADMIN
New mailbox fully operational Submission of supplier quotes and weekly
beer pricing (TBS) Confirmation Receipt will be sent Not for general inquiries
Price changes for products listed at TBS to be sent to Pricing Mailbox Standard template developed for beer price submissions will be sent out
shortly Schedule and deadline remains the same
BEER PRICE CHANGES
Quote calculator developed
Supplier quote is calculated based on retail price
Should be used to enter correct quote into NISS new products direct delivery invoices
ONTARIO BEER PRICING
3 2 1
TOP TAKE-AWAYS
Enhance systems and
improve efficiency We want to hear
from you! merchandising. support@lcbo.
com