Shopper Marketing - August 2016 - 32


PROGRAMS

Store's central database.
The Beer Store wanted to enhance the overall customer experience as part of a $100 million (Canadian dollars) investment it is making
in its stores over three years. The company ran
a competitive procurement process to select a

the beer is brewed, and which brands have
been put on sale by their brewers (who control
pricing at all times), the PICs really offer the best
option, along with our smartphone app."
The Beer Store employs more than 7,000
"beer champions" who work with shoppers
on a daily basis to better understand
their choices. "These beer champions
will continue to work directly with our
customers in the future," Walker says.
"But the reality is that all customers -
not just ours - are increasingly looking
for a digital, interactive experience that
lets them learn and explore in their own
way. We wanted to bring that digital experience into our stores."
PIC installation began in 2013 with a
pilot project and was extended to more
The Pricing Information Centres allow shoppers to search
locations in 2014 and 2015. The full netmore than 650 beer brands and check availability.
work rollout began in February and was
completed in mid-June.
partner, and the Cineplex Digital Media team
The retailer also recently launched a "Beer
stood out in terms of their vision and capaXpress" service, allowing customers to pre-orbilities. "We chose Cineplex Digital Media in an
der beer from their computers or smartphones
effort to provide our customers with an experifor pickup in stores. The service is currently availence that is both engaging and efficient," says
SM
able in 25 pilot stores.
Ted Moroz, The Beer Store president.
The Beer Store was involved at each stage
RETAILER: The Beer Store
of the project as Cineplex Digital Media moved
through designing the fixtures and coordinatKEY INSIGHT: Shoppers are increasinging installation efforts, says Nick Prigioniero, Cinly looking for a digital, interactive experieplex Digital Media president. "They are great
ence that lets them learn and explore
partners and truly believe in enhancing conveproducts in their own way.
nience throughout the shopping experience."
ACTIVATION: The retailer replaced its
The retailer has been offering more self-serve
beer wall, traditionally a static display of
options in stores to allow customers to browse
cans and bottles, with interactive, freethrough refrigerated beer on display, says Bill
standing units that provide customers
Walker, spokesperson for The Beer Store. "But to
with product visuals and pricing.
learn more about different types of beer, where
32

y SHOPPER MARKETING AUGUST 2016



Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
Shopper Marketing - August 2016 - 9
Shopper Marketing - August 2016 - 10
Shopper Marketing - August 2016 - 11
Shopper Marketing - August 2016 - 12
Shopper Marketing - August 2016 - 13
Shopper Marketing - August 2016 - 14
Shopper Marketing - August 2016 - 15
Shopper Marketing - August 2016 - 16
Shopper Marketing - August 2016 - 17
Shopper Marketing - August 2016 - 18
Shopper Marketing - August 2016 - 19
Shopper Marketing - August 2016 - 20
Shopper Marketing - August 2016 - 21
Shopper Marketing - August 2016 - 22
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Shopper Marketing - August 2016 - 25
Shopper Marketing - August 2016 - 26
Shopper Marketing - August 2016 - 27
Shopper Marketing - August 2016 - 28
Shopper Marketing - August 2016 - 29
Shopper Marketing - August 2016 - 30
Shopper Marketing - August 2016 - 31
Shopper Marketing - August 2016 - 32
Shopper Marketing - August 2016 - 33
Shopper Marketing - August 2016 - 34
Shopper Marketing - August 2016 - 35
Shopper Marketing - August 2016 - 36
Shopper Marketing - August 2016 - 37
Shopper Marketing - August 2016 - 38
Shopper Marketing - August 2016 - 39
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Shopper Marketing - August 2016 - 41
Shopper Marketing - August 2016 - 42
Shopper Marketing - August 2016 - 43
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Shopper Marketing - August 2016 - 49
Shopper Marketing - August 2016 - 50
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Shopper Marketing - August 2016 - 53
Shopper Marketing - August 2016 - 54
Shopper Marketing - August 2016 - 55
Shopper Marketing - August 2016 - 56
Shopper Marketing - August 2016 - 57
Shopper Marketing - August 2016 - 58
Shopper Marketing - August 2016 - 59
Shopper Marketing - August 2016 - 60
Shopper Marketing - August 2016 - 61
Shopper Marketing - August 2016 - 62
Shopper Marketing - August 2016 - 63
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Shopper Marketing - August 2016 - 67
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Shopper Marketing - August 2016 - 91
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