The pod display is a merchandising program that highlights new, premium and hot products in the most favourable and high traffic locations of the top destination stores. The program runs for the full Promotional Turn. There are no Pods sold for Period 9 and 10.

The program is divided in three separate free-standing displays:

The NEW Pod Display
This is the primary display featuring one brand (multiple sizes/flavours/varietals are allowed). An advertising component is part of the program. Where the display size is over 4 cases per pod, participation to LCBO’s tasting program is required in each participating store.

The HOT and PREMIUM Pod Displays
The remaining two pod displays will feature new, hot or premium products in any combination per turn. The pods will integrate or contribute to the overall theme in stores. Each pod can accommodate up to 4 products with a single theme. An advertising component is part of the program.

Participating Stores

The Product Manager will confirm the number of stores when inviting a supplier to participate.

As of January 2012, 83 stores are participating in the program.

Rates

Follow this link for rate information.

Support Programs

Applicants may elect to purchase a support program such as Bonus AIR MILES®, Bundled Bonus AIR MILES®, or Contest for at least one of the featured products.

  • Contest

    Contest Ballots are permitted only if the contest theme integrates with the overall promotional theme. The contest rules and terms must comply with LCBO’s rules for contest (see contest section).

  • Tastings - NEW Pod Display

    Tastings are a mandatory component of the New Pod Display package. The supplier is required to book the appropriate staff/tasting company and food match for tastings in the participating stores. These tastings should be booked through the Retail Tasting Administrator and Special Events. Note that the Retail Tasting and Special Events program will allocate the approved number of tastings to the supplier who has this display program purchased. This will secure store availability in advance of traditional deadlines. The supplier must host one tasting per store for the New Thematic Pod. Standard tasting bar and charity charges will apply. See the LCBO Tasting Program Guidelines for information.

Product Placement

NEW Pod display 4 case display: 1 brand
Over 4 case display: 1 brand - up to 4 sizes/flavours/varietals
HOT and PREMIUM Pod Display Multiple brands: up to 4 products per pod

 

The location and the size of the Pod Display are not open to negotiation by suppliers.

Store staff will build and maintain all Pod Displays.

Promotional Integration

The products featured on the Display Pods will be selected by the appropriate Category Manager in accordance to the overall promotional theme. Only products which offer a strong link to the promotional theme will be selected.

Advertising

One product from each pod (New, Hot and Premium) will be featured in a LCBO newspaper Free Standing Insert and billed at the regular (FSI) Rate.

Promotional Material

  • Branded signage will link to the promotional theme.
  • Branded Pricer Cards (one per product).
  • Promotional material will be produced and distributed to participating stores by the LCBO.

Note: Unapproved signage must not be presented by suppliers’ representatives to stores. Unapproved signage will be removed and discarded.

Applications

Participation in this program is by invitation only. The appropriate Category/Product Manager will contact the supplier.