FY20 ECOMMERCE PROMOTIONAL OPPORTUNITIES OVERVIEW

ECOMMERCE CONTEST

Why participate in the Ecommerce Contest?

Great opportunity for brand placement, drive awareness, engagement and sales for your brands through lcbo.com.

• Dedicated brand (or Association/Category) exposure on LCBO.com for a full promotional

period • LCBO.com receives 430,000+ site visits each week • Brand (or Association/Category) spotlight across prime, high traffic pages • Sponsor status for consumer contest that drives online sales • Exposure through LCBO marketing channels including in-store, radio, flyer, social media and

CRM • Performance analysis and reporting

ECOMMERCE CONTEST Ecommerce Contest, inclusive of the following is available for a rate of

$25,000 (includes value of prizing) per a 4 week period for FY20 promotional periods PT 7, 8, 9, 11, 12 & 13.

COMPONENT ENGAGEMENT INVENTORY REQUIREMENT

DETAILS

LCBO.com: Homepage Carousel Onsite search terms Dedicated Landing Page

430,000+ visits per week 50,000+ daily impressions

10-12 skus

Hero banner Key featured products. Limited edition, online exclusives, gifting packs, etc. Large format skus.

LCBO mobile app: Hero card Interstitial

26,000 daily impressions

Hero card image with link to 10-12 product SKUs.

LCBO Social Media platforms 218,000+ Facebook followers 19,900+ Twitter followers 45,300+ Instagram followers

CRM Promo Email

100,000+ subscribers Inclusion in Promotional email(s)

On-Shelf

Full store network Distributed to all stores

LCBO Flyer Brand Feature 130,000 printed circulation; 32,000 digital

Circulation includes in-store distribution and digital edition on Flipp

Homepage Carousel

Extended Product Page

Products Results Page

Product Information Page

Ecommerce Contest - Dedicated Brand Exposure

Collections & Offers Pages

Ecommerce Contest - Dedicated Brand Exposure

Mobile App Hero Card & Interstitial

Ecommerce Contest - Dedicated Brand Exposure

Social Media Posts

CRM Email

Ecommerce Contest - Dedicated Brand Exposure

Flyer On-Shelf

Ecommerce Contest - Dedicated Brand Exposure

Ecommerce Contest Participation Criteria

LCBO will consider several factors when reviewing ecommerce contest proposals: • Size of the brand/category and potential sales volume • LCBO benefit: sales, up-sell potential, relevancy • Contest prizing to be supplied by brand (minimum value of $10,000) • Alignment with LCBO seasonal themes, promotions and key consumer occasions. • Consumer benefit: education, solution, engagement, value

ONLINE BRAND SHOP

Position your brand at the forefront of the customer’s omnichannel journey on lcbo.com with a dedicated brand shop. • Create a direct touchpoint for your brand on lcbo.com for a full promotional period • Showcase your brand’s products in a dedicated and curated environment on lcbo.com • Drive customer engagement and acquisition through brand-specific content on lcbo.com • Drive upsell by showcasing your brand’s full range from premium to deluxe all together in a

dedicated environment • Exposure through LCBO marketing channels including radio, flyer, social media and CRM • Performance analysis and reporting

Why participate in the Online Brand Shop?

COMPONENT ENGAGEMENT INVENTORY REQUIREMENT

DETAILS

LCBO.com: Homepage Carousel Onsite search terms Dedicated Landing Page

430,000+ visits per week 50,000 daily impressions

10-12 skus Branded hero banner or video. Key featured products. Limited edition, online exclusives, gifting packs, value-adds, etc. Co-development of brand content (drink recipes, food pairings, brand story, videos)

LCBO mobile app Hero card Interstitial

26,000 daily impressions

Hero card image with link to 10-12 product SKUs.

LCBO Social Media platforms 218,000 Facebook followers 19,900 Twitter followers 45,300 Instagram followers

Dedicated social posts driving to brand shop.

CRM real estate to be determined based on Vendor proposal

100,000 subscribers Potential for CRM support depending on offers and content

ONLINE BRAND SHOP Online Brand Shop, inclusive of all of the above and non-negotiable,

is available for a rate of $25,000 for a promotional period.

ONSITE SEARCH TERMS & LISTINGS PAGE BANNERS HOMEPAGE CAROUSEL

Online Brand Shop- Dedicated Brand Exposure

DEDICATED LANDING PAGE & BRAND CONTENT

Brand Shop- Dedicated Brand Exposure & Content

Social Media Posts

Mobile App Hero Card & Interstitial

CRM Email

Brand Shop- Dedicated Brand Exposure

LCBO will consider several factors when reviewing online brand shop proposals: • Size of brand/category and potential sales volume • Brand (or Association) must have a range of products • Consumer benefit: education, solution, engagement, value • Compelling brand (or Association) story, and/or new line extension, external campaign in market,

etc. • LCBO benefit: sales, up-sell potential, relevancy • Alignment with LCBO seasonal themes, promotions and key consumer occasions.

Brand Shop Participation Criteria

Performance Analysis & Reporting

Contest Reporting

Contest FY19/20 P2 Notes Total Entries 7,049 Qualifying Orders 6,805 *orders of $100 or more placed between (date) Mail-in 122 *each mail-in gets 2 entries each

Description Number of Orders Order Amount Notes

Total Qualifying Orders 6,805 $1,677,233.50 Orders that included brand/category 626 $74,713.70 where Set SubSet contains

“category/brand” % Orders that included brand/category 9% 4%

Sales for featured brands

SKU# DESC LTO

Order Amount During

Contest Run (P2)

Order Amount from

Qualifying Orders

% qualifying orders contribution to total P2 sales

2 $1,050.90 $1,017.00 97% 3 $1,943.70 $1,892.55 97% 2 $13,413.95 $13,126.85 98% 3 $11,017.50 $10,763.25 98%

$762.75 $745.80 98% 3 $4,084.95 $4,017.15 98%

$1,895.25 $1,855.35 98% 3 $2,830.65 $2,779.80 98%

2.5 $1,436.85 $1,395.00 97% 2 $3,987.50 $3,796.10 95%

$1,470.65 $1,470.65 100% $2,631.20 $2,526.55 96%

$798.00 $778.05 98% $233.90 $233.90 100% $473.75 $454.80 96%

$1,148.40 $1,036.75 90% $29.90 $29.90 100%

red= on HP EPP TOTALS $49,209.80 $47,919.45 97%

red+black= on Collections tile

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Units Sold by Day

Traffic Performance

Visits Avg. Time on Site

Pages / Visit Bounce Rate Conversion

Rate

3,500 3’02” 3.05 43% 0.68%

Visits by Source (Conversion Rate)

Email 3,390 visits

(0.62%)

Type/ Bookmarked 28 visits

(0%)

Search Engines 100 visits (0.05%)

E/M-commerce

Fulfillment Orders $ Order Value

$ Order Value Promoted Item

$ Order Value Additional Items AOV Avg. Units

Home Delivery 30 $5,250 $750 $4,500 $175.00 5.95

Store Pickup 40 $4,000 $1,000 $3,000 $100.00 3.40

Total 70 $9,250 $1,750 $7,500 $132.14 4.67

Traffic Performance

90% 10%

Order Type

Orders included Only Featured

Sku’s

Orders included Promoted Item + Additional Items

6

5

2

2

1

SPIRITS

WINES

BEER & CIDER

VINTAGES

POTW

No. Orders that included:

Order Type and Makeup

Previous Page Path Path Views % Path Views

homepage 100 20%

product category

80

90

54%

18%

content 80 16%

Entered Site 70 14%

product 60 12%

search 50 10%

shopping cart 40 8%

P A G E V I E W S

Visitor Journey

Visitor Journey

Customers

Total Customers Avg. No. Orders AOV AUV Basket Size

New 60 1 $189 $23.44 4

Returning 10 1.3 $235 $21.10 6

Source: Corporate Lib>ECOMM_ORDERS_DETAILS Date Frame: Month Day, Year; Page: [Brand Shop]

Sales by Customer Type

Source: Corporate Lib>ECOMM_ORDERS_DETAILS Date Frame: Month Day, Year; Page: [Brand Shop]

Total Sales AOV % Sales

Total Sales $9,200 $138 100% Store Pickup $3,500 $100 38% Same Day Pickup $625 $125 7% Standard Home Delivery $4,415 $164 48% Next Day Home Delivery $540 $180 6% Cancelled / Refunds $120 $120 1%

Order Fulfillment Method

Source: Corporate Lib>ECOMM_ORDERS_DETAILS Date Frame: Month Day, Year; Page: [Brand Shop]

61 $8,096

87% 88%

9 $1,104

13% 12%

Order Type

Home Delivery Store Pickup

Order By Location