0. Industry Day 2017
Monday, September 11, 2017

1. Agenda Welcome & Business Update Banner Strategy& Questions
Tim Pellerin & Caroline Duchesne
Banner Strategy& Questions
Tim Pellerin, Laura MacLachlan and Andrew Stenhouse
Q&A with Bret Mitchell
Partnership Awards
Golf Housekeeping Items
Tim Pellerin

2. Business Update
Key Business Initiatives Progress
Tim Pellerin

3. CUSTOMER PILLAR Service Excellence Service Excellence Team
Leadership Development
Leadership Training – Managers
Manager’s Essentials Training – New Managers
HR Leadership – 8 Part Training Series
Peer Collaboration Pilot
RPS Secondments at the PORT – ambassadors
Customer Satisfaction Measures
Banner Strategy
Service excellence to support varied shopping experiences

4. Average Monthly Growth
CUSTOMER PILLAR
Online Sales by Category – MAT
Average 750ml Sold
Wine
Spirits
$15.34
$29.04
$29.13
$60.41
$50.70
$117.26
Location
Net Sales $220,000
Average Monthly Growth
70%

5. CUSTOMER PILLAR Online Sales
Average Basket
$72.15
2.6
$320.00
5.6
Location
Dollars
Units
Online customers have increased their visits to our retail stores.

6. CUSTOMER PILLAR Online Sales – What’s Next? Marketing & Reporting:
Promotion of channel and program integration
Formalized reporting and management of channel
Post Purchase:
Personalization/surprise and delight with order fulfillment
Customer follow-up/survey post purchase
New features to be explored:
Digital and/or physical gift cards and event tickets
Barcode/label scanning to add products to list and cart

7. CUSTOMER PILLAR 36 Pack Beer Program & “Big Beer Sale” Results
FY18 weeks 1-10:
Beer sales declined -2% vol. / -0.2% $
LP OTO penetration 25% (26% LY)
FY18 week 11:
launched $ pks (top 4 brands)
sales grew +0.3% vol. / 0% $ (weeks 11-22)
LP OTO penetration = 30% (27% LY)

8. CUSTOMER PILLAR 36 Pack Beer Program & “Big Beer Sale” Results
“Big Beer Sale - $ pks” Natal Day Long Weekend:
LP OTO sales = 35% of beer sales (vs. 28% Natal Day wk LY)
Total beer $ sales grew +1.4% & vol. +6%
“Big Beer Sale - $ pks” Labour Day Long Weekend:
LP OTO sales = 34% of beer sales (vs. 27% Labour Day wk LY)
Total beer $ sales grew +1.1% & vol. +5%

9. Business Update
Financials
Caroline Duchesne

10. FY17 Year End Results - YTD Income Statement
Net Sales
611.8
COGS
274.9
Gross Profit
336.9
Total Expenses
97.7
Net Income
239.2

11. FY17 Gross Sales by Category (in millions)
- Gross sales vs. budget $6,917,430
- Gross sales vs. last year $4,246,530

12. FY17 Retail Transactions by Region
FY17 Average Retail Transaction - $ Strat Plan 5th Year Target - $32.21

13. FY18 P5 YTD Gross Sales by Category (in millions)
- Gross sales vs. budget $2,960,843
- Gross sales vs. last year $4,318,692

14. FY18 P5 YTD Category Performance vs Last Year
Beer
Spirits
Wine
Total
RTD

15. FY18 P5 YTD Regional Retail Sales (in millions)

16. Banner Strategy
Right Store, Right Place, Right Time
Banner Strategy

17. Banner Strategy Assortment Experience Design
Premium wine & spirits (2250 skus)
Local beer, wine and spirits
Select craft beer
All products available for purchase online
Assortment
Unique shopping experience grounded in discovery and education
Event space
Rare Finds Room
Experience Manager, RPS, Sommeliers/Tequilier
A destination shop for Wine & Spirits
Experience
Modern/urban design showcasing product
Premium experience
8300 sq ft
Design

18. Beer Experience Banner Strategy Assortment Experience Design
Assortment to support all beer occasions
Refined selection of pack size
Local craft beer & cider
Wine & Spirits to be offered as community in-fill strategy
Growlers/Tap strategy to showcase range of offering (scalable)
Experience
Education, discovery and celebration of beer occasions through engaging and immersive experiences
Event space
Tap wall/bar
Experience Manager
A destination shop for beer (fully refrigerated)
Design
In Progress:
Optimistic, warm, urban authentically Nova Scotian
Clear wayfinding and product types
Shoppable
Immersive

19. Banner Strategy Assortment Experience Design
Full A assortment + select Port assortment (wine & spirits)
Local beer, wine and spirits
OTOs:
Buyers Picks wine & spirits (formerly Limited Finds)
Experience
Display Strategy:
NEW ● Buyers Picks
Our Picks ● Local
Tasting machines/event area in The Port sections
Walk in cooler (Cool Zone)
Retail Product Specialists
WIFI
Design
Natural, Nova Scotian & optimistic design treatment
Replicable with personalized nod to local community
Zonal Strategy with defined mini ‘store-in-store’ to break up flow
Create moments for discovery
10,000-13,000 sq ft

22. Banner Strategy Assortment Experience Design 550+ top selling products
Local community assortment
15% flexibility at manager’s discretion
Assortment
Community store experience
Approx. 30 stores
Wines by Discovery Taste Profile
Improved refrigeration for Refreshment:
Roller racks
Mini walk-ins
Experience
Refreshed design of existing store infrastructure
removal strategy to neutralize space and create banner integration
3400 +/- sq ft
Renovate some, replace others
Design

24. Banner Strategy Assortment Experience Design 300 top selling brands
750 ml formats
Small boxed wine offering
12-pack beer
Selected LP OTO and 1140 ml spirits
Experience
Convenience/neighborhood store experience
Chilled white wine & beer
Wines by Discovery Taste Profile
Limited number of displays
Currently 4 stores in Halifax area
Design
Clean, streamlined design
Consistency & replicable
Ease of shop
sq ft

25. Banner Strategy Assortment Experience Design
Refreshed assortment grades
OTO strategy
Experience
Standard Store offering
approx. 50 stores in network
10 locations:
Tasting Machines
RPS
Design
Natural, Nova Scotian & optimistic design treatment
Elements from Signature & Express will define new store design
sq ft

26. QUESTIONS?

27. Q&A WITH BRET MITCHELL

28. LOCAL WINE PARTNER OF THE YEAR
PARTNERSHIP AWARDS 2016
LOCAL WINE PARTNER OF THE YEAR

29. LOCAL WINE PARTNER OF THE YEAR
PARTNERSHIP AWARDS 2016
LOCAL WINE PARTNER OF THE YEAR
Benjamin Bridge

30. LOCAL SPIRITS PARTNER OF THE YEAR
PARTNERSHIP AWARDS 2016
LOCAL SPIRITS PARTNER OF THE YEAR

31. LOCAL SPIRITS PARTNER OF THE YEAR
PARTNERSHIP AWARDS 2016
LOCAL SPIRITS PARTNER OF THE YEAR
Nova Scotia Spirit Co

32. SPIRITS PRODUCT OF THE YEAR
PARTNERSHIP AWARDS 2016
SPIRITS PRODUCT OF THE YEAR

33. SPIRITS PRODUCT OF THE YEAR
PARTNERSHIP AWARDS 2016
SPIRITS PRODUCT OF THE YEAR
The Glenlivet Founder’s Reserve
Corby

34. LOCAL REFRESHMENT PARTNER OF THE YEAR
PARTNERSHIP AWARDS 2016
LOCAL REFRESHMENT PARTNER OF THE YEAR

35. LOCAL REFRESHMENT PARTNER OF THE YEAR
PARTNERSHIP AWARDS 2016
LOCAL REFRESHMENT PARTNER OF THE YEAR
Tatamagouche Brewing Co.

36. PARTNERSHIP AWARDS 2016
RTD PRODUCT OF THE YEAR

37. No Boats on Sunday Cider
PARTNERSHIP AWARDS 2016
RTD PRODUCT OF THE YEAR
No Boats on Sunday Cider
Peller Estates Winery

38. BEER PRODUCT OF THE YEAR
PARTNERSHIP AWARDS 2016
BEER PRODUCT OF THE YEAR

39. BEER PRODUCT OF THE YEAR
PARTNERSHIP AWARDS 2016
BEER PRODUCT OF THE YEAR
Moose Light Radler
Moosehead Breweries

40. Business Update
Golf Housekeeping Items
Tim Pellerin

41. Thank you