End Aisle Displays are the core of the LCBO's promotional programs. These high rotation display opportunities are strategically located and significantly impact the sales of the selected products. End Aisle Displays offer suppliers an opportunity to promote their brands in full integration with the LCBO's Promotional Turn. Advertising opportunities will be available to increase product visibility and customer traffic.
All End Aisle Displays are allocated for each Promotional Turn to a specific product category.
The End Aisle Display Program includes the following displays:
- Regular End Aisle Displays : These displays constitute the core of the program. They include a branded signage package.
- Solution End Aisle Displays: These displays are targeted to different product groups and are available as separate display options.
- Premium Flight: The End Aisles Displays 4a, 8a, 9a, and 12a are present in 77 Premium stores. The Premium designation is awarded based on the store's total sales of Premium Wines, Spirits and Beers.
- Standard Flight The End Aisles Displays 4b, 8b, 9b, and 12b are present in 171 stores.
- The Community Program: A selected group of our high volume Regular stores feature five sold end aisle displays. These End Aisle Displays correspond to the Regular End Aisle 2, 3, 4, 5 and 6.
Rates
Follow this link for rate information.
The exact number of end aisles for a particular period are subject to change and will be forwarded at the time of billing.
Promotional Display Opportunity Chart - All Stores
Advertising costs are additional. By agreeing to participate in this program, suppliers also agree to participate in and be billed for the thematic FSI if their products are selected.
Support Programs
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Applicants are required to purchase a support program such as Bonus AIR MILES®, Bundled Bonus AIR MILES®, LTO, Value Add, Necktag or Contest for at least one of the featured products. This requirement may be waived for the Solution End Aisle Displays.
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A minimum of 20 tastings is mandatory for the Solution End Aisles in the Premium Flight Store.
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For all End Aisle Displays a minimum of 20 tastings is strongly recommended in the Standard Flight Stores.
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Approved suppliers will be given priority in the LCBOs Special Event Program.
Product Placement
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Up to three products per end maximum in Flagship, Full Service and Image Stores.
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Two out of three products (when applicable) in Community stores. It is the Store Manager’s discretion to feature two of the three featured products. The decision is based on store demographics and inventory requirements.
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End Aisle # 1 – checkout – Up to two products (up to three if products are 375 mL in size).
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End Aisle Display locations are numbered and registered on each store’s floor plan.
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The location of the numbered End Aisle Displays is not open to negotiation by suppliers.
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Store staff will build and merchandise all End Aisle Displays in their allocated positions.
Participating Stores
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Flagship, Full Service and IMAGE stores dedicate their End Aisles Displays to the approved products.
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Community Program stores (selected Regular stores) dedicate five (5) End Aisles Displays to the approved product. These End Aisle Displays correspond to End Aisles # 2, 3, 4, 5 and 6 in all Flagship, Full Service and IMAGE stores.
The chart below lists all End Aisle Display opportunities and the number of stores that offer them.
| Store Format | Participating IMAGE, Full Service & Flagship | Participating Regular Stores | |
| End Aisles (as of July 2008) | A- Premium Flight (77 stores) |
B- Standard Flight (171 stores) |
C- Community End Aisles (47 stores) |
| 1 | 248 stores | not available in these stores | |
| 2 (C stores) |
248 stores | 47 Stores | |
| 3 (C stores) |
248 stores | 47 Stores | |
| 4 Solution Ends (C stores) |
77 stores | 171 stores | 47 Stores |
| 5 (C stores) |
248 stores | 47 Stores | |
| 6 (C stores) |
248 stores | 47 Stores | |
| 7 | 248 stores | not available in these stores | |
| 8 Solution Ends |
77 stores | 171 stores | |
| 9 Solution Ends |
69 stores | 142 stores | |
| 10 | 211 stores | ||
| 11 | 138 stores | ||
| 12 Solution Ends |
53 stores | 85 stores | |
| 13 | 138 stores | ||
| 14 | 138 stores | ||
| 15 | 138 stores | ||
| 16 | 57 stores | ||
| 17 | 57 stores | ||
| 18 | 57 stores | ||
| 19 | 57 stores | ||
| 20 | 57 stores | ||
Product Selection Criteria
The criteria by which brands are chosen for each display opportunity is defined in the chart below. If spaces are not all filled with the designated brands, then other brands will be eligible within the distribution criteria. The goal of each program is to achieve the highest return and maximum customer interest for each display opportunity.
| End Aisle Display Location | Maximum number of products on display | Minimum number store distribution | Note |
| 1 | 2** | 300 | 1 product may be a new product* or have a minimum 200 store distribution |
| 2, 3, 5, 6 | 3 | 400 | 1 product may be a new product* or have a minimum 200 store distribution |
| 4a, 8a, 9a, 12a Premium Flight |
3 | 100 | 1 product may be a new product* |
| 4a, 8a, 9a, 12a Standard Flight |
3 | 300 | 1 product may be a new product* or have a minimum 200 store distribution |
| 11, 13, 14 | 3 | 200 | 1 product may be a new product* or have a minimum 100 store distribution |
| 15 to 20 | 3 | Less than 200 | 1 product may be a new product* |
| * Less than 6 months from bulletin date. ** May be 3 products if the size is 375 mL. |
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Promotional Turn Themes
The Annual Promotional Calendar outlines each Promotional Turn.
Details on category allocation and preferred product set for each end aisle can be found here.
Promotional Material
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Branded backer cards will link to the LCBO's promotional themes. The Supplier may provide copy to be applied to the backer card (maximum 25 words). The LCBO reserves the right to revise the provided copy.
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Branded pricer cards for all products (maximum 3).
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Promotional materials will be distributed to all stores by the LCBO.
Supplier Material (Optional)
Follow this link to the Supplier Material Specifications Page.
Advertising
Opportunities to participate in LCBO's advertising campaign are outlined under each Promotional Turn.
By agreeing to participate in the End Aisle Display Program, a supplier also agrees to participate in and be billed for the thematic FSI if their product is included.
The LCBO will select the most appropriate products that align with the promotional strategy.
Applications
Follow this link for information.
Deadline Dates