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.
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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.
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Discovery Shelf Extenders: New and Niche products.
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Community Shelf Extenders: Selected stores will feature five Shelf Extenders to cater to popular brands with large distribution of 400+ stores. An additional grouping of 47 stores will offer five additional Shelf Extenders available for promotional programs.
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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.
- 1 Green Shelf Extender in select stores.
Participating stores
| As of September 2010 | Shelf Extenders | ||||||||
| Regular | Community | Discovery | Green | ||||||
| Number of Shelf Extenders | 40 | 45 | 50 | 55 | 60 | 65 | 5 | 9 | 1 |
| Number of stores | 124 | 27 | 11 | 66 | 17 | 20 | 281 | Wine Shelf Extenders: 82 stores Spirits Shelf Extenders: 36 stores Beer and Ready to Drink: 57 stores |
58 |
Guidelines
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The Shelf Extender is kept fully stocked for the duration of the Promotional Turn.
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One product per Shelf Extender maximum.
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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.
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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.
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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.
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It is the store’s responsibility to keep Shelf Extenders fully stocked and maintained for the duration of the Promotional Turn.
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Suppliers will be billed for the number of Shelf Extenders present in stores.
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
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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.
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Some products may be cross-merchandised in another category to increase customer awareness.
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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 September 2010. Subject to change. |
Number of extenders | |
| Extender name | Number of Stores | |
| 1 | Vodka A | 37 |
| 2 | Vodka B | 142 |
| 3 | Vodka C | 264 |
| 4 | Vodka D | 264 |
| 5 | Vodka E | 264 |
| 6 | Rum A | 20 |
| 7 | Rum B | 142 |
| 8 | Rum C | 264 |
| 9 | Rum D | 264 |
| 10 | Rum E | 264 |
| 11 | Canadian Whisky A | 37 |
| 12 | Canadian Whisky B | 142 |
| 13 | Canadian Whisky C | 264 |
| 14 | Canadian Whisky D | 264 |
| 15 | Canadian Whisky E | 264 |
| 16 | Scotch A | 264 |
| 17 | Scotch B | 264 |
| 18 | Gin A | 264 |
| 19 | Liqueurs A | 115 |
| 20 | Liqueurs B | 264 |
| 21 | Liqueurs C | 264 |
| 22 | Liqueurs D | 264 |
| 23 | Brandy A | 20 |
| 24 | Brandy B | 264 |
| 25 | Tequila A | 115 |
| 26 | Ontario Blend A | 264 |
| 27 | Ontario Blend B | 264 |
| 28 | Ontario Blend C | 264 |
| 29 | Ontario Non-VQA A | 142 |
| 30 | Ontario Non-VQA B | 264 |
| 31 | Ontario Non-VQA C | 264 |
| 32 | Ontario Non-VQA D | 264 |
| 33 | Ontario VQA A | 104 |
| 34 | Ontario VQA B | 115 |
| 35 | Australia/New Zealand A | 104 |
| 36 | Australia/New Zealand B | 115 |
| 37 | Australia/New Zealand C | 264 |
| 38 | Australia/New Zealand D | 264 |
| 39 | USA A | 264 |
| 40 | USA B | 264 |
| 41 | Chile A | 115 |
| 42 | Chile B | 264 |
| 43 | France Blend A | 20 |
| 44 | France Blend B | 264 |
| 45 | France South A | 37 |
| 46 | France South B | 264 |
| 47 | France Bordeaux/Burgundy A | 104 |
| 48 | Italy Central A | 37 |
| 49 | Italy Central B | 264 |
| 50 | Italy North A | 142 |
| 51 | Italy North B | 264 |
| 52 | Southern Europe A | 20 |
| 53 | Southern Europe B | 104 |
| 54 | Germany A | 264 |
| 55 | Sparkling A | 104 |
| 56 | Sparkling B | 264 |
| 57 | Ontario Beer A | 37 |
| 58 | Ontario Beer B | 264 |
| 59 | Beer 1 | 20 |
| 60 | Beer 2 | 264 |
| 61 | Beer 3 | 264 |
| 62 | Beer 4 | 264 |
| 63 | Ready-to-Drink 1 | 264 |
| 64 | Ready-to-Drink 2 | 264 |
| 65 | Ready-to-Drink 3 | 264 |
| Community Shelf Extenders | ||
| C1 | Rum | 280 |
| C2 | Canadian Whisky | 280 |
| C3 | Ontario non-VQA | 280 |
| C4 | French Blend | 280 |
| C5 | Fixed Store Location | 280 |
| C6 | Vodka NEW P3 2012 | 47 |
| C7 | Scotch NEW P3 2012 | 47 |
| C8 | Liqueurs NEW P3 2012 | 47 |
| C9 | Ontario Blends NEW P3 2012 | 47 |
| C10 | France Red NEW P3 2012 | 47 |
| Discovery Shelf Extenders | ||
| D1 | Wines 1 | 82 |
| D2 | Wines 2 | 82 |
| D3 | Wines 3 | 82 |
| D4 | Beer & Ready-to-Drink 1 | 57 |
| D5 | Beer & Ready-to-Drink 2 | 57 |
| D6 | Beer & Ready-to-Drink 3 | 57 |
| D7 | Spirits 1 | 36 |
| D8 | Spirits 2 | 36 |
| D9 | Spirits 3 | 36 |
| Green Shelf Extender | G1 | Green Extender | 58 |
Promotional Material
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Branded Thematic Shelf Extender strip.
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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.
Follow this link for information.
Deadline dates