Shelf Extenders are an important part of the Display Program and have proven to be a successful opportunity for suppliers to promote their brands. Shelf Extenders have a significant impact on store sales.

There are four types of Shelf Extenders.

• Regular Shelf Extenders: The intent of this type of extender is to give priority to medium and large volume brands; However, some more niche products may be considered at the Category or Product Manager's discretion for extender positions in a limited number of stores.

• Discovery Shelf Extenders: New and Niche products.

• Community Shelf Extenders: Selected stores will feature five Shelf Extenders to cater to popular brands with large distribution of 400+ stores.

• NEW -Green Shelf Extender: The LCBO has created a special shelf extender to highlight brands and products providing financial support for the improvement and rehabilitation of wildlife and wildlife habitat in Ontario. Specific product selection criteria apply for this new extender.

Rates

Follow this link for rate information.

There is no fee for the Green Shelf Extender

Support programs

In order to maximize the impact of the Shelf Extender program, applicants are required to purchase a support program such as Bonus AIR MILES^®, Bundled Bonus AIR MILES^®, Limited Time Offers, Value Add, Necktag or Contest.

Tastings and Special Events are recommended to support the Regular and Discovery Shelf Extender Programs.

Note: Participation to support programs is not mandatory for the Green Shelf Extender.

Opportunities

• Up to 65 regular Shelf Extenders in Flagship, Full Service and IMAGE stores.
• Up to 9 Discovery Shelf Extenders in select stores to cater to new and niche products. There are 3 opportunities per Promotional Turn per category.
• Community Shelf Extenders in Regular Stores to cater to popular brands with large distribution. Community Shelf Extenders are only available to wines and spirits.
• NEW - 1 Green Shelf Extender in select stores.

Participating stores

As of July 2008	Shelf Extenders
	Regular						Community	Discovery	Green
Number of Shelf Extenders	40	45	50	55	60	65	5	9	1
Number of stores	112	25	10	67	17	18	286	Wine Shelf Extenders: 80 stores Spirits Shelf Extenders: 34 stores Beer and Ready to Drink: 56 stores	58

Guidelines

• The Shelf Extender is kept fully stocked for the duration of the Promotional Turn.

• One product per Shelf Extender maximum.

• All Stores participating in the program and carrying the approved products are required to display them on a Shelf Extender with the P.O.P. provided.

• Stores are not required to stock all of the approved products participating in the Shelf Extender programs for each Promotional Turn. It is the Store Manager's discretion to bring the product in for the Promotional Turn. Alternatively, a substitute brand from the same brand family or another brand from the supplier will be displayed for the duration of the Promotional Turn.

• If a store brings in a product for the Promotional Turn, there is no guarantee the product will be carried year round in that store.

• It is the store’s responsibility to keep Shelf Extenders fully stocked and maintained for the duration of the Promotional Turn.

• Suppliers will be billed for the number of Shelf Extenders present in stores.

NEW - Green Shelf Extender Product Selection Criteria

The program's goal is to feature brands and products that contribute to initiatives supporting the improvement and rehabilitation of wildlife and wildlife habitat in Ontario. Factors that will be considered in selecting products include:

• The financial contribution (which must be not less than $10,000) that the supplier has made, or agrees to make*, to the LCBO Natural Heritage Fund, or directly in support of a specific wildlife/habitat restoration initiative that:
  • Creates a tangible and lasting enhancement to biodiversity in Ontario
  • Is carried out by, or under the supervision of, a conservation organization recognized by the LCBO as having the knowledge and expertise required to carry out the project in accordance with the standards required by the Ontario Ministry of Natural Resources and/or Environment Canada, as may be required.

  *Contributions that are conditional on the approval of a Green Extender are acceptable

• The extent to which the contribution leverages additional investment from other partners in order to maximize the potential benefit of the initiative to Ontario biodiversity.
• The extent to which the project recognizes the LCBO as a partner and involves supplier and/or LCBO staff directly in the development and execution of the project.
• The extent to which the supplier will communicate the benefits of the project to Ontario’s biodiversity outside of the LCBO
• The participation of the brand in the LCBO’s efforts to reduce product packaging.

Shelf Extenders Placement

• While the Shelf Extenders are in a fixed location it does not limit the opportunity to these categories. All product categories may apply for a Shelf Extender.

• Some products may be cross-merchandised in another category to increase customer awareness.

• The Category or Product Manager approves all Shelf Extender allocations. Suppliers will be notified of the approved location for their products.

The chart below outlines the Shelf Extender distribution per category and location in store. There may be some variation in location from store to store.

Regular Shelf Extenders
	As of October, 2008. Subject to change.	Number of extenders
	Extender name	Number of Stores
1	Vodka A	35
2	Vodka B	137
3	Vodka C	249
4	Vodka D	249
5	Vodka E	249
6	Rum A	18
7	Rum B	137
8	Rum C	249
9	Rum D	249
10	Rum E	249
11	Canadian Whisky A	35
12	Canadian Whisky B	137
13	Canadian Whisky C	249
14	Canadian Whisky D	249
15	Canadian Whisky E	249
16	Scotch A	249
17	Scotch B	249
18	Gin A	249
19	Liqueurs A	112
20	Liqueurs B	249
21	Liqueurs C	249
22	Liqueurs D	249
23	Brandy A	18
24	Brandy B	249
25	Tequila A	112
26	Ontario Blend A	249
27	Ontario Blend B	249
28	Ontario Blend C	249
29	Ontario Non-VQA A	137
30	Ontario Non-VQA B	249
31	Ontario Non-VQA C	249
32	Ontario Non-VQA D	249
33	Ontario VQA A	102
34	Ontario VQA B	112
35	Australia/New Zealand A	102
36	Australia/New Zealand B	112
37	Australia/New Zealand C	249
38	Australia/New Zealand D	249
39	USA A	249
40	USA B	249
41	Chile A	112
42	Chile B	249
43	France Blend A	18
44	France Blend B	249
45	France South A	35
46	France South B	249
47	France Bordeaux/Burgundy A	102
48	Italy Central A	35
49	Italy Central B	249
50	Italy North A	137
51	Italy North B	249
52	Southern Europe A	18
53	Southern Europe B	102
54	Germany A	249
55	Sparkling A	102
56	Sparkling B	249
57	Ontario Beer A	35
58	Ontario Beer B	249
59	Beer 1	18
60	Beer 2	249
61	Beer 3	249
62	Beer 4	249
63	Ready-to-Drink 1	249
64	Ready-to-Drink 2	249
65	Ready-to-Drink 3	249
Community Shelf Extenders
C1	Rum	286
C2	Canadian Whisky	286
C3	Ontario non-VQA	286
C4	French Blend	286
C5	Fixed Store Location	286
Discovery Shelf Extenders
D1	Wines 1	80
D2	Wines 2	80
D3	Wines 3	80
D4	Beer & Ready-to-Drink 1	56
D5	Beer & Ready-to-Drink 2	56
D6	Beer & Ready-to-Drink 3	56
D7	Spirits 1	34
D8	Spirits 2	34
D9	Spirits 3	34
Green Shelf Extender
G1	Green Extender	58

Promotional Material

• Branded Thematic Shelf Extender strip.

• Shelf Extender strips will be produced and distributed by the LCBO.

Supplier Material (Optional)

Follow this link to the Supplier Material Specifications Page.

Applications Guidelines

Note: The Discovery Shelf Extenders application deadlines are the same as the Support Programs dates (to capitalize on new products).

Note for Green Shelf Extender: Applications may be made through the Merchandising Promotions Tracking System, according to procedures established for other Shelf Extenders. However, before submitting an application, suppliers must first ensure that the proposed brand is included in the LCBO’s List of Approved Green Extender Brands.

To establish eligibility, please contact Lyle Clarke, Manager, Corporate Policy & Environmental Initiatives

Follow this link for information.

Deadline dates

Follow this link to the deadline dates page.