FY23/24 e-Commerce Program Components: Feature Page
How It Works
We are pleased to extend our online programming opportunities by providing Trade partners prominent placement on lcbo.com.
This opportunity will allow Trade Partners to showcase their product and brand in an LCBO-endorsed collection that will:
- - Create a direct touchpoint for your product on lcbo.com for a full promotional period;
- - Showcase products in a dedicated and curated environment on lcbo.com;
- - Drive customer engagement through brand-specific content on lcbo.com.
We have several in-store opportunities that include a Feature Page as part of their package.
This opportunity is also available as a stand alone execution, if the Trade Partner is not activating any display promotions in-store.
This is an Excel Applied Promotional Program. Please apply by completing the Excel Application Form before the deadline.
What’s Included
- - A templated feature page on lcbo.com; this can include existing or new line extensions to the feature brand (see next page for details)
- - Feature Image Placement on Category Landing Page.
- - Promotion in LCBO owned communications channels
LCBO will consider several factors when reviewing online feature page 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.
Note that any scheduling of Social and CRM supports will be determined by LCBO and will be dependent on inventory availability.
Pricing Information
- With An In-Store Display: $30,000 per period (plus the cost of an approved in-store display)*.
- Without An In-Store Display: $35,000 per period.
*Not available for the following in-store displays where Feature Pages are already associated: Cocktail Of The Month (EA1), Front Nesting Table, Middle Nesting Table.
Feature Page (Single Brand Version)
- 1. Product Introduction
- - Written by LCBO.
- - Hero image (may be supplied by the participating sponsor brand).
- 2. Collection
- - Up to 12 additional SKUs from brand family (must be unique SKUs rather than different formats of the same product)
- - Collection grid will feature product image, brief description and BUY NOW button linking to PIP (Product Information Page)
- 3. Product Results Page
- - Link to a list of selected products
- 4. Optional: Brand Video
- - To be supplied by participating sponsor brand where available
- - Must be AODA compliant and available in English and French
- - Maximum length: 30 sec.
- 5. Related Content
- - Three cocktail recipes, food pairings or gift suggestions
- NOTE: Cocktail and food pairing/recipes and image assets will be provided by LCBO from existing LCBO assets. Alternate option, at LCBO discretion, is using simple cocktails recipes (NO food recipes) from participating sponsor brands. Must be vetted and approved by LCBO.
Please note, based on the promotion in-store, that the feature page the promotion is tied to and the respective product category, LCBO Marketing reserves the right to adjust the content template in order to optimize the customer experience.
Feature Page (Multi-Brand Version)
- 1. Product Introduction
- - Written by LCBO.
- - Hero image (may be supplied by the participating sponsor brand).
- 2. Collection
- - Up to 12 additional SKUs from brand family (must be unique SKUs rather than different formats of the same product)
- - Collection grid will feature product image, brief description and BUY NOW button linking to PIP (Product Information Page)
- 3. Optional: Currated Box
- - eCommerce exclusive SKU featuring an assortment of SKUs from the trade group/brand. Value-adds may be included.
- 4. Optional: Virtual Event
- - Featuring a tasting of discovery box SKUs.
- - Event will be developed by LCBO in collaboration with trade partner
- NOTE: Virtual Event costs are additional and not included in Feature Page costs.
- 5. Related Content
- - Three cocktail recipes, food pairings or gift suggestions
- NOTE: Cocktail and food pairing/recipes and image assets will be provided by LCBO from existing LCBO assets. Alternate option, at LCBO discretion, is using simple cocktails recipes (NO food recipes) from participating sponsor brands. Must be vetted and approved by LCBO.
- 6. Link to a list of selected products (product results page)
Where It's Located Online
- HOMEPAGE: Image Box of the Feature Page
- Weekly Traffic: 846,546
Document Downloads
This is an Excel Applied Promotional Program. Please apply by completing the Excel Application Form before the deadline.
To apply, download the Application Form posted on the Promotional Calendar page, complete and return to your Category Partner by the noted deadline.
FY24 Sell Sheet - eCommerce Feature Page
Click here for the Feature Page Sell Sheet
FY23 Sell Sheet - eCommerce Feature Page
Click the link for the Feature Page Sell Sheet