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, are present in 78 Premium stores.
- End Aisles Display 9a is present in 70 Premium stores.
- End Aisles Display 12a is present in 55 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 and 8b are present in 185 stores.
- The End Aisle Display 9b is present in 156 stores.
- The End Aisle Display 12b is present in 93 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.
Spirits Rules
- No Standard Products to be approved for end aisles (at Manager’s discretion)
- Two out of three products on end aisle must have a support program, only one of which may be a necktag
- If an end aisle is shared between three suppliers, all three products must have support, none of which can be a necktag
- A necktag is not considered sufficient support for a shelf extender
- If even one SKU in a brand is moved to a lower price band the entire brand is recoded to the lower band
- Consequences for brands that fall into the Standard price band will include loss of sold space for the entire brand.
- Other consequences include change of shelf position; the brand will be merchandised with the correct subset
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.
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 September 2010) | A- Premium Flight | B- Standard Flight | C- Community End Aisles |
| 1 | 263 stores | not available in these stores | |
| 2 (C stores) |
263 stores | 48 stores | |
| 3 (C stores) |
263 stores | 48 stores | |
| 4 Solution Ends (C stores) |
78 stores | 185 stores | 48 stores |
| 5 (C stores) |
263 stores | 48 stores | |
| 6 (C stores) |
263 stores | 48 stores | |
| 7 | 263 stores | not available in these stores | |
| 8 Solution Ends |
78 stores | 185 stores | |
| 9 Solution Ends |
70 stores | 156 stores | |
| 10 | 226 stores | ||
| 11 | 148 stores | ||
| 12 Solution Ends |
55 stores | 93 stores | |
| 13 | 148 stores | ||
| 14 | 148 stores | ||
| 15 | 148 stores | ||
| 16 | 61 stores | ||
| 17 | 61 stores | ||
| 18 | 61 stores | ||
| 19 | 61 stores | ||
| 20 | 61 stores | ||
Product Selection Criteria
Applications for back-to-back end aisle displays will be considered and may be approved up to twice a year.
The Category Mangers will be considering more mixed end aisle displays that may involve multiple agent and/or suppliers in order to provide engaging customer solutions.
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* |
| 4b, 8b, 9b, 12b 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