LCBO Sales Trends and Insights. Carolyn O Grady-Gold, VP Merchandising

Transcription

1 LCBO Sales Trends and Insights Carolyn O Grady-Gold, VP Merchandising

2 Agenda LCBO Sales & the VQA Customer Grocery Beverage Alcohol Product Trends Bag-in-Box Sales E-commerce Zoning Centralized Assortment Planning Update

3 LCBO Sales Trends

4 Sales by Business Unit BEER & CIDER $1.427B +3.4% VINTAGES $571M +6.7% SPIRITS & RTD $2.32B +5.5% WINES $1.55B +4.0% R13 P11

5 Market Share $ by Business Unit BEER & CIDER 24% -0.3% VINTAGES 10% +0.2% SPIRITS 40% +0.3% WINES 26% -0.2% R13 P11

6 R13 P11 Retail Market Share $ of Sales Trend By Business Unit

7 LCBO & VINTAGES Wine Sales New World Wines NEW WORLD $832M, WINES 4.8% $868,651,025, +3.6% EUROPEAN WINES $723,186,842, +5.7% ONTARIO WINES $506,306,787, +5.3%% VQA $157,864,170, +8.3% NON VQA $45,592,715, +4.5% ICB $302,849, % R13 P11 Total = $2.09B

8 LCBO Wines & Vintages Growth Rates by Category European Wines +5.7% New World Wines +3.6% ICB +4.0% R13 P11 VQA +8.3%

9 LCBO Wines Growth Rates by Category Including Grocery Excluding Grocery European Wines +5.4% +4.6% New World Wines +1.8% +0.7% ICB +4.0% +3.9% R13 P11 VQA +9.6% +1.9%

10 Wine in Grocery

11 Grocer Authorizations At the end of calendar 2017 there were 232 active Grocer authorizations. BEER & CIDER BEER/CIDER/WINE BEER/CIDER/WINE RESTRICTED WINE BOUTIQUE TOTAL T T2 109 T T1: Tranche 1, 60 Beer & Cider authorizations / T2: Tranche 2, 70 Wine, Beer & Cider authorizations / T3: Tranche 3, 80 Beer & Cider authorizations / Wine Boutiques are not allocated through the bid process, locations include Beer & Cider authorization

12 Millions of Litres Wine Volume Market Share 250 The provincial wine market continues to grow steadily as Grocers gain share. LCBO Wine WRS Wine DD Wine Grocer Wine FY2012 FY2013 FY2014 FY2015 FY2016 FY2017 FY2018e FY2019f Note: Wine (including cider) market share by Volume (Litres). FY2018 and FY2019 estimates are based on current projections.

13 MARKET SHARE of Ontario Wines LCBO vs Grocery Market Share LY Sales $ Net (R13 as of P /17) $4.49M 0.9% Market Share TY Sales $ Net (R13 as of P /18) $14.9M 3.0% $476M 99.1% $491.2M 97.0% LCBO Grocery LCBO Grocery

14 Wine Composition Ontario wine accounts for half of Grocer wine sales compared to a quarter at LCBO Retail. Grocer Wine LCBO Retail Wine IMPORTED EURO IMPORTED NW ONTARIO VQA ONTARIO ICB IMPORTED EURO IMPORTED NW ONTARIO VQA ONTARIO ICB 1% 18% 17% 49% $29M 7% $1.87B 34% 32% 42% Note: Annualized P11 FY17 to P10 FY18 sales, LCBO Retail includes home consumer (regular) channel only, LCBO Wines and Vintages (excluding Futures)

15 Ontario Wines Performance Overall, Ontario Wines in the LCBO network was up 3.5% based on Rolling 13 sales as of P /18 VQA saw an increase of 1.9% while ICB saw an increase of sales of 3.9% VQA +1.9% ICB +3.9%

16 Grocery Impacts Unaffected Stores Ontario Wines has seen strong growth in stores that have been unaffected by grocery stores selling wine. VQA +3.4% ICB +4.8%

17 Grocery Impacts based on Distance LCBO store sales for Ontario wines are down -1.3% if the store is located within 1km of a licensed grocery Digging deeper, VQA sales are impacted -7% when an LCBO store is within 1Km <1km -7% 1-3km -5% 3-5km -2% >5km +2%

18 Who is Going to Grocery? Environics Research

19 Q56b Is WINE available at the grocery stores that you frequent or that are close to your home? Availability of Wine in Grocery by Region Half (53%) believe that there is wine available to purchase in the grocery stores they frequent. Those in Central Ontario were the least likely to say there is wine available at their grocery stores. Is WINE available at the grocery stores that you frequent or that are close to your home Yes No Don't know 12% % yes by region: 35% 53% Central Eastern Northern Western 48% 55% 57% 57%

20 Reasons for Grocery Store Purchases of Wine Convenience In-store Product Assortment I purchased wine at the grocery store because it was convenient 45% Purchasing wine in a grocery store was easy I found the grocery checkout easy and convenient for wine I knew exactly where to find the wine in the grocery store The product selection suited my needs The grocery store was well stocked with wine The grocery store staff were knowledgeable and could help guide me when purchasing wine The product selection met my expectations There was a wide variety of wine to choose from 23% 22% 22% 20% 18% 34% 34% 38% The most noted reason for purchasing wine in a grocery store was for convenience. Several instore items such as ease of the purchase and familiarity with the store were also factors. I enjoyed browsing for wine in the grocery store 17% The grocery store provides useful written product information in the wine section 16% I felt cheered up after my grocery shopping experience buying wine 16% Wine is part of my one-stop grocery store trip Q58B. Thinking about your last trip to the grocery store to purchase WINE, please indicate how strongly you agree or disagree with the following statements. Base: Have purchased wine from grocery store W15+16 (n=815) 15%

21 Growing the Ontario Wine Market The most noted reason for purchasing wine in a grocery store was for convenience. Several in-store items such as ease of purchase and familiarity with the store were also factors. Opportunities: Increasing overall sales: Exclusivity Breadth of offering Engaging retail theatre & value adds Educated and knowledgeable staff

22 Product Trends

23 Alternative Packaging

24 Augmented Reality

25 No-Alcohol/Low Alcohol

26 Low Calorie

27 Fresh and Authentic Flavour

28 Sustainable

29 3L Bag in Box Wines

30 Background There are currently new nine 3L bag in box wines with recorded sales as of PD11, 2017/18. Customer Insights & CRM, February 2018

31 Demographics Compared: 3L versus 4L Bag in Box Wine Customers 3L More Male Higher Education & Income 4L More Female More Likely to be married Customer Insights & CRM, February 2018

32 3L BIB Customers are Spending More on: 4L BIB White 4L BIB Red 473mL OCB 473mL Coolers Other 3L BIB Overall +11% YoY Customer Insights & CRM, February 2018

33 3L BIB Customers are Spending Less on: 750mL Aussie Red 6-pack Coolers 1.5L Italy White 750 ml Argentina Red 473m: Domestic Beer Customer Insights & CRM, February 2018

34 Over the past 13 periods: Of Note 47% of 3L customers also bought 4L ICB wines 25% of those customers who bought a 3L BIB went on to buy a 4L BIB for the first time 3L customers don t appear to be trading on their 4L purchases but are incorporating them into their overall wine spend. There s a high degree of cross purchasing amongst all of the 3L BiB wines. Additionally, 3L products are often purchased with 750 ml formats of the same liquid, other varietals in the same brand family, and other products in the same Subset. Customer Insights & CRM, February 2018

35 E-commerce

36 P10 YTD E-commerce Sales ADV $ PERCENTAGE (%) TOTAL ORDERS $ % Store Pickup $164 56% Standard Home Delivery Next-Day Home Delivery $264 37% $311 5% Cancelled/Refunds 2%

37 YTD E-commerce Order Types E-commerce Orders 45,558 94% M-commerce Orders 2,864 6% 179 Orders/Day

38 YTD Category Performance Product Sold % Units % Dollar Value 56% 56% 37% 28% 16% 7% Wine Spirits Beer

39 Holiday P9+10 Performance 18,164 Total Orders $3.78M $208 AOV

40 Holiday P9+10 Total Orders $4,000,000 $3,79MM $3,500,000 $3,000,000 $2,500,000 $2,000,000 $1,83MM LY TY Orders TY LY %Diff P9 8,515 4, % P10 8,649 4, % $1,500,000 P ,164 8, % $1,000,000 $3.79M $1.83M 107% $500,000 $- P9+10 P9 P10

41 Cyber Monday Sale

42 Cyber Monday on Mobile

43 Cyber Monday Free HOME Delivery with minimum $200 order Biggest e-comm sales day since launch, 607 Total Orders $190,490 total order value (+318% over LY) 52% of orders were home delivery, representing 78% of total dollar value 70% new customers $296 AOV 30% returning customers, $367 AOV

44 Promotions for lcbo.com: Wine Wednesday DATE: Wednesday, January 25, 2018 OFFER: Buy Peller Estate French Cross Pinot Grigio 4L Wine Box and receive a Free T-Shirt and Luggage Tags PRICE: $42.95 Promoted via CRM and Online

45 What s Next

46 New Enhancements Expanded Assortment Supplier Revenue Entire Vintages Front Line Release online to buy Click & Collect Improved Site Navigation Adobe Experience Manager Enhanced merchandising & promotions Mega-menu Customer Convenience Product Curation

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49 New Mobile Enhancements Reduce Friction Improve Analysis & Reporting Credit Card Image scan Improved Search Click & Collect Adobe Analytics

50 Zoning

51 Current State Vs Future State Wine Beer Spirits RTD In Q we tested Zoning in 10 stores this positively impacted sales

52 Define Zones for the Customer to Explore Create a Spirits Zone, Wine Zone, Cash, Front of Store and Cold Room. Zone merchandising makes replenishment more effective. Zone backrooms. Build attributes in each zone that are consistent, flex assortments based in the aisles Drive turns and engage customers with Seasonal and occasion presentations.

53 Zones create opportunity for better Wayfinding

54 Drive Traffic with Clear Wayfinding

55 Evolve and Align Zoning to Existing Work We will zone as we have work in stores to execute New Stores Relocations Aisle Alignments New Initiatives New Store Concepts Going forward zone in all store models Building the foundation for growth we will build a 30 store group to measure and plan for future.

56 CAP Update

57 What is CAP? Centralized Assortment Planning

58 Why CAP?

59 Actions to Date

60 CAP Pilot Execution High Level Timeline The pilot soft launched on May 21 st (P3) and continued through P6 with limited changes to in-store execution April 21 New assortment finalized for pilot stores and sent for planogramming May 15 Store resets substantially complete / product ship-out underway June 9 th Executive store visits / execution checks August 15 th New signage / space blocking signage in place in test stores Nov 4 th (P8 End) Extended end of pilot May 9 th Planograms delivered to stores May 21 CAP Pilot Live in stores (P3 2017) Start of pilot measurement / score carding Ongoing Centrally driven new product introductions and light list / delist of product Sept 9 th (P6 End) Original end of pilot however pilot extended to end of P8

61 CAP Pilot Goals Based on our initial diagnostic, we identified a straightforward set of operational and financial ambitions for CAP Create an executable assortment that could be managed from the centre Drive productivity gains at store level both assortment and labour Do no harm to the customer franchise

62 Where are we now?

63 Looking Beyond CAP To enable merchants through rhythmic process of assortment planning To cluster stores based on analytics customer shopping behaviours To responsibly manage the right amount of inventory in various store sizes To enable financial oversight with financial planning process To credibly and accurately conduct analytics with master data A Merchandise Management System is the Solution

64 National Product Registry Merchandise Management System Customer-Centric Merchandising Demand Master Data, Performance Item Management Macro Space Space Constraints Assortment Merchandise Financial Planning (MFP) Bottom Up Performance Category Roles and Targets Central Assortment Planning (CAP) Assortment Segments, Clusters, CDTs, Transference Market Data Customer Insights Space Planning System Pricing & Promotions Systems

65 Building a Foundation for CAP Laying the foundation for CAP: MDM (National Product Registry) Analytics Clustering Location Planning Store Analysis

66 Thank You Carolyn O Grady-Gold, VP Merchandising