"We are focused on the Ontario beer drinker…and we are aware that customers want to explore and get information about beer," Andrea Randolph, vice-president of Retail said. "It's about improving customer experience and enhancing customer loyalty."
The official unveiling of the new design was on May 6, but according to Randolph the four stores remained opened during the renovations. During that period, there was a lot of positive customer feedback on the changes, she said.
Beer Store is a private retail chain company licensed by the Alcohol and Gaming Commission of Ontario to sell beer and other malt beverages in Ontario. It is the only licensed retailer, other than onsite brewery stores and the LCBO, than can sell to the public.
For the redesigned logo, the "The" has been dropped from "The Beer Store", allowing "Beer" and "Store" to be bigger and readable from a distance. According to Randolph, it was important to keep the 'B' icon as an identifier for the store and a stand-alone logo. The distinctive "eyebrow" on the 'B' symbolizes foam on a glass of beer. Also, the logo background colour is now grey instead of black and this new colour scheme is incorporated in store interiors.
The beer wall also received a major overhaul. It's now made to resemble a chalkboard with a list of brands sold across the province. Two of the pilot stores have tablets that allow customers to interact with various beer brands. They can select the beer they want to buy, find packages and price, and learn more about the beer they are selecting including food pairings.
'Meet Beer' is the new mantra. The idea is to introduce customers to new beer pairings and beer occasions. The new stores have signs that reflect the new mantra, like 'Burger: Meet Beer' and 'Playoffs: Meet Beer.'
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