Vendor
POS
Guidelines
Specials Specialists
BWS is extremely proud of our market leading merchandising standards in
liquor retailing. These guidelines are to ensure that the promotional material
that is displayed in our stores are representing the best specials we have on offer
for our customers. By ensuring that the offers are unique, engaging, exciting and
genuine our customers will continue to come back to BWS.
Vendor Responsibility
Vendor Competitions
The Vendor is responsible for consumer promotions when the vendor is the
‘promoter’. A Vendor Competition Indemnity letter template is part of this
document, advising that all necessary legal requirements (e.g. T&C’s, permit
numbers and talent releases) have been completed prior to a promotion starting.
A Vendor Competition Indemnity letter must be received before a promotion
can be approved as part of the BWS Advertising & Promotions Schedule.
Vendor POS Support
Due to the different store formats and sizes across the BWS store network, strict
restrictions must be adhered to regarding the size and format of the point of sale
support packages. For instance our detached bottle shops (DBS) and smaller
drive-thru stores simply can’t support the same package that fits easily into our
larger stores. The store becomes too cluttered and therefore the store network
has been divided into three groups that will determine the level of point of sale
support for a promotion or competition.
1. Small Stores (Quantity – Approximately 605): Prizes can not be
displayed and the POS should clearly hero the prize. The prize is to be
delivered direct to the winner or a prior arrangement with the buyer will
need to be made.
2. Medium & Premium Wine Stores (Quantity – Approximately 344):
Prizes can only be displayed on approval by BWS. Approval will be granted
depending on the size of the prize and how it can be merchandised.
3. Large Stores (Quantity – Approximately 142): In the majority of
cases prizes can be displayed but BWS approval will still be required.
Approval will be granted depending on the size of the prize and how
it can be merchandised.
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A list of stores is available from the BWS marketing department and is also
available on the BWS website when approval has been granted. BWS prefers not
to display prizes that require assembly to avoid wear and tear. When the gift/
prize is displayed instore, customers should expect to receive an item that is
fully intact and untarnished.
Vendor Bonus Gifts & Giveaways: The Vendor is responsible to ensure that
sufficient amount of bonus gifts and giveaways are supplied to fulfil customer
requirements. A plan must be in place for any short falls to ensure 100% of
customers receive the promoted bonus or prize.
Production & Distribution: Once approved the Vendor is responsible for
creative, artwork, pre-press, printing and the distribution of POS to stores.
The Vendor must ensure that all supplied material is correct and accurate with
approval codes added to all POS elements.
Instore Merchandising: The placement of Vendor supplied POS must be
approved by the BWS Store Manager prior to any POS being displayed. When
placing POS on show it must not impede on any OH&S requirements or the
display and sale of other merchandise in the store.
Promotions & RSA
Woolworths Liquor Group proudly takes the position as the most responsible
liquor retailers in Australia. This can only be achieved by working with our
vendors in taking the most responsible approach to promotions.
Please observe the following RSA requirements for promotions;
• If a prize or gift with purchase involves the provision of alcohol then the
standards of responsible consumption must be adhered.
• For customers to participate in a competition or gift with purchase
promotion they should not be required to purchase product volumes
beyond a normal shopping visit.
• Competition prizes, gifts with purchase and creative must not appeal to
minors.
2
BWS Tickets
Example of A4, 2UP, 4UP & 9UP
Ticketing should be printed on 200gsm.
A4: Can be used for beer, wine and
spirit off location displays.
2UP: To be used for beer and RTD off
location displays and in coolrooms.
4UP: To be used for beer and RTD ‘Cold
to go’ cabinets and fridges where the
single product has a minimum of three
facings.
9UP: To be used on beer, wine and spirit
shelving and fridges.
3
‘NEW Try Me’ Tickets
Example of A4, 2UP, 4UP & 9UP
• These tickets should be used with new products that are being launched.
• POS should be displayed no longer than four weeks.
I’M NEW
I’M NEW
I’M NEW
A4: Can be used for beer, wine and
spirit off location displays.
I’M NEW
2UP: To be used for beer and RTD off
location displays and in coolrooms.
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
I’M NEW
4UP: To be used for beer and RTD ‘Cold
to go’ cabinets and fridges where the
single product has a minimum of three
facings.
9UP: To be used on beer, wine and spirit
shelving and fridges.
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Bonus Creative
For the majority of BWS shoppers the time spent in store is limited so we
need to make our communication simple and easy to understand. For our
POS we have the ‘2 second rule’, do I get it straight away?
Following are some key points that need to be followed:
Make the offer the hero.
BONUS
MIDORI
1L ILLUSION MIX
For a gift with purchase please use
the word ‘bonus’ rather than ‘free’.
The bonus offer image should
be featured.
The Participating product
imagery should be featured as a
minor element when pictured.
WHEN YOU BUY A
Background colours, textures and
images are subject to approval.
MIDORI
700ML BOTTLE
*
of
*Offer valid from 16/01/2013 to 29/01/2013, or while stocks last. Offer must be redeemed in-store at the time of
purchase (no rainchecks). To be eligible to receive a gift, consumers must purchase 1 x Midori 700ml bottle.
An RSA icon or message needs to
be included
22JC131112
34jc290113
RRP $ value are not to be added
The disclaimer should include;
•Terms & conditions that clearly outline the offer
•Promotional period
•Gifts with purchase mention ‘Strictly while stocks last’ or
any limited quantities per customer
•Minimum 6 point font size, preferably larger.
•Approvals need to be added.
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Competition Creative
Following are some key points that need to be followed:
Clearly state what the
prize is
Background colours,
textures and images are
subject to approval
WIN Competition. Make
sure that the key hook
is the headline and then
clearly explain how to
participate
Clearly state what the
participating product/s
are with clear imagery
1 TO BE WON EVERY WEEK!
For your chance to win, purchase
any case of Victoria Bitter, and visit
www.victoriabitter.com.au OR SMS
your full name, receipt number and
post code to 1977 7744*
RSA message or logo
need to be included
at the bottom left of
creative
(SMS Cost 55c inc GST)
*SMS Receipt number, Full Name and Post Code to enter. Open only to Aust residents 18+ able to take prize on dates specified. Starts 9.01am
(AEDT) 06/03/13, ends 11.59pm (AEDT) 03/04/13. During comp period, buy case (24x 375ml bottles/cans or 30x 375ml cans or 3 pack 750ml
bottles) of Victoria Bitter from participating outlet & SMS from your mob ph to 1977 7744 (max cost 55c) stating, in order, in 1 msg, receipt
number, full name & postcode OR visit www.victoriabitter.com.au & fully complete & submit online entry form. Max 1 entry per day. Retain
original receipt to verify each entry. Draws: 12pm (AEDT) 14/03/13, 21/03/13, 28/03/13, 04/04/13, Prime Focus, 403/62 Beach St, Pt Melb VIC
3207. 4 Prizes: trip for 2 adults to 2013 Ashes in UK (Prize 1: $11,504, Prize 2: $13,132, Prize 3: $11,386, Prize 4: $11,640). Conditions apply. Total
prize pool: up to $47,662 depending on winner’s place of residence. Winners published: The Australian 14/04/13. See website for full conditions.
SMS Provider: Prime Focus, help only: 1800 818 957. Promoter: CUB Pty Ltd (ABN 76 004 056 106), 77 Southbank Blvd, Sthbank VIC 3006. NSW
Permit No. LTPS/12/11128, ACT Permit No. TP12/05083, VIC Permit No. 13/16, SA Licence No. T12/2597. CA code: 203.
Disclaimers should include:
• Relevant permit numbers, promoter details, participating BWS state(s)
• Terms and conditions that clearly outline the offer
• Competition dates
• Minimum 6 point font size, preferably larger
Approval codes need to be added.
When customers enter the competition the vendor needs to supply an ‘opt in’ check box on
the electronic entry form for customers to join the BWS mailing list. Which states;
I would like to receive further information on specials from BWS
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I’m New Creative
Following are some key points that need to be followed:
I’M NEW
Mishka
GinGer
& LiMe
Vodka
Make the image of the
new product large and
the main focus
Clearly state the name
of the product
A tasting note is able to
be added here
An RSA message needs
to included in the
bottom left of the page
Background colours,
textures and images are
subject to approval
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Website / E-Newsletter
To have your offer on
the BWS website and
to be included in the
E-Newsletter you will
need to supply all files
as layered art files.
In addition to the above
you will need to supply
the exact file path to
your website so that we
can redirect customers
for further infomation.
Home Page Tile
Home Page Banner
E-Newsletter
A fortnightly BWS E-Newsletter is emailed to BWS
registered customers (Currently 15,000), in addition to
highlighting promotions in this E-Newsletter we like to
add value to our loyal customers by offering giveaways.
For special events we like to give our loyal customers
the opportunity to win special vendor giveaways via
a 25 word or less competition. If you would like to
participate in this you will need to discuss this with
your promotional manager.
Delivery details for the giveaways are on the website
request form which will need to be received 2 weeks
prior to the go live date.Please refer to the approval
process (page 11) for approval dates.
Giveaway Example
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Brand Standards
Leviathan - Black
- Must be used for headers
- All in uppercase
A B C DE F G H I J K L M
NO P Q R S T U V W X Y Z
Archer - Medium
- To be used for all descriptions
- Sentence case
A B C D E FG H I J K L M N O P Q R S T U V WXY Z
abcdefghijklmnopqrstuvwxyz
PMS Colour
Orange border in PMS 172
C = 0
M = 66
Y = 88
K = 0
Green border in
PMS 376C / 382U
C = 50
M=0
Y = 100
K=0
RSA Logo’s
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Additional Vendor Merchandising Opportunities
BWS has an ongoing partnership with Torchmedia who sell media space
within our store network. Torchmedia offer three components which are great
opportunities to advertise instore.
1.Fins
Deliver a customised advertising message to our
store network of 1152 stores.
2. Floor Media
Large format advertising ideal for branding.
3. Instore Digital Screens
Deliver a customised message to a group of stores
or a single message to over 350+ stores.
4. Instore Radio
Deliver a customised advertising message to a group
of stores or a single message to over 500+ stores.
Please contact BWS Marketing for the Torchmedia Media Kit.
Torchmedia Contacts
Sydney
Level 1, 60 Pacific Highway,
St Leonards, NSW 2065
Telephone (02) 8404 3900
Facsimile (02) 8404 4050
www.torchmedia.com.au
Melbourne
Suite 101, 68-72 York Street,
South Melbourne, VIC 3205
Telephone (03) 8618 7400
Facsimile (03) 9349 1075
www.torchmedia.com.au
Michele Pirozzi
Senior Business
Development Manager
Telephone (02) 9315 2725
michele.pirozzi@
torchmedia.com.au
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Approval Process
12 weeks out:
Bonus/Win Promo: Vendor to submit the BWS Vendor Promotion Request
Form and/or liability letter to the BWS Buying and Marketing Teams.
Website / E - Newsletter: Vendor to submit the BWS Website / E - Newsletter
request form to BWS Buying and Marketing team.
11 weeks out:
Bonus/Win Promo: BWS to advise the vendor if the proposal is approved or
if there are any queries or concerns with the application. If approved the BWS
Marketing Co-ordinator will commence the approval process with the vendor.
10 weeks out:
Bonus/Win Promo: Initial creative concept is to be presented to the BWS
Marketing Co-ordinator and Promotional Manager for approval.
8 weeks out:
Bonus/Win Promo: Marketing to receive all the artwork and the Full
terms and Conditions in a Word document, allow 3 – 5 working days
for feedback.
6 weeks out:
Bonus/Win Promo: Vendor is responsible for the print and distribution of all
POS material (see Vendor responsibility).
Website / E - Newsletter: All files to be supplied for approval.
2 weeks out:
E - Newsletter: Confirmation of giveaways being sent to BWS Marketing Team.
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BWS VENDOR PROMOTION REQUEST FORM
This form must be completed and signed by a BWS Promotional Coordinator, Business Manager and Senior Business Manager, prior to
submitting Vendor POS to Marketing Department. To shorten the timeline, Vendors should utilise this checklist.
This tool will help ensure your first submission is approved without delay.
1. Please tick the following. Promotion is:
BONUS promotion
WIN promotion
Y
N
NEW Try Me promotion
Is this consumer promotion exclusive to BWS?
2. POS checklist before submitting for sign off:
A colour copy of all vendor POS components has been attached
Y
N
Is this promotion featured online and/or press?
If a WIN promotion:
Entry forms include; mechanic of entry, permit numbers, terms and conditions, date entries close
Indemnity letter
Y
N
Competition details to be placed on our website (bws.com.au)
Promotion runs from ________________ to ________________ (Maximum of four (4) weeks only)
3. POS components for approval:
BONUS
Beer
A4 2UP 4UP9UP
Wine
A4 2UP 4UP9UP
Spirits/RTD
A4 2UP 4UP9UP
Additional Elements
WIN
Beer
A4 2UP 4UP9UP
Wine
A4 2UP 4UP9UP
Spirits/RTD
A4 2UP 4UP9UP
Additional Elements
4. BWS BM, SBM & PC contact/approval for this promotion:
BM - Full Name: _____________________________ PC - Full Name: _________________________
SBM - Full Name: ____________________________ SBM Signature: _________________________
Y
N
Approval
Please note: Send to Marketing POS Department. Please allow three - five (3-5) days for approval
5. Marketing:
Name: _______________________________ Approval Code: ________________________ Date: ________________________________________
Marketing Signature: ___________________________
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BWS Website Request Form
This form must be completed and signed by a BWS Promotional Coordinator, Business Manager and Senior Business Manager, prior to
submitting Vendor POS to Marketing Department. To shorten the timeline, Vendors should utilise this checklist.
This tool will help ensure your first submission is approved without delay.
1. Please tick if you would like to be included in the
Website
E - Newsletter
Y
N
Is this promotion exclusive to BWS?
2. Contact Details:
Company Name: ______________________________________________________________________
Contact: _____________________________________________________________________________
Phone: ______________________________________________________________________________
Email: ______________________________________________________________________________
3. Components for approval:
WEBSITE
Start from ________________ to ________________ (Maximum of four (4) weeks only)
Layered files attached:
File Path for Website redirect: ___________________________________________________________
Y
N
E - NEWSLETTER
Start Date: ________________
Description giveaway: _________________________________________________________________
Layered files attached:
Giveaways supplied:
*All giveaways are subject to approval
*Giveaways to be sent to:
Y
N
Y
N
Kia Stockdale (N3.D7.W.03) 1 Woolworths Way, Bella Vista NSW 2153
4. BWS BM, SBM & PC contact/approval for this promotion:
BM - Full Name: _______________________ PC - Full Name: _______________________________
SBM - Full Name: ______________________ SBM Signature: _______________________________
Y
N
Approval
Please note: Send to Marketing POS Department. Please allow three - five (3-5) days for approval
5. Marketing:
Name: _______________________________ Approval Code: ________________________ Date: ________________________________________
Marketing Signature: ___________________________
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[To be typed on Vendor‘s official letterhead]
To: BWS Buying and Marketing
[Insert date]
Vendor Game of Chance Sign Off: [Insert name/description of Game of Chance]
I confirm that the [Insert name and description of Game of Chance] promotion (‘Promotion’)
is to commence on [Insert date].
I understand that as part of its Trading Terms with Woolworths Limited (‘Woolworths’),
[Insert name of Vendor] (‘Vendor’) is responsible for ensuring that the Promotion complies
with all relevant statutory and legal requirements, including but not limited to
requirements under:
•all relevant trade promotion lottery legislation;
• the Trade Practices Act 1974;
• all relevant fair trading legislation; and
• all relevant privacy legislation.
I attach a completed and signed copy of BWS Vendor Promotion Request Form, which has
been completed in respect of the Promotion and signed by an authorised representative of the
Vendor. The Vendor warrants that it has complied with all of the requirements set out in the
attached Checklist.
The Vendor will indemnify BWS in respect of any losses, expenses, liabilities, damages and
costs resulting from or incurred by BWS in connection with the Promotion as a
result of:
a)the Vendor‘s failure to comply with any legal requirements;
b)the conduct of the Promotion by the Vendor or its agents;
c)any representation made by the Vendor or its agents to BWS or any otherperson;
or
d)any advertising or other material provided to BWS in relation to the Promotion.
I confirm that the Vendor has obtained, where necessary, appropriate legal advice and other
clearances for the Promotion and all material relating to the Promotion.
Yours faithfully
[Insert name and title of author of letter]
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