July 2004 Archives
Okay, what the hell are they doing with the so-called "redesign" of the Beer Stores? I mean, they NEEDED a redesign, I'll give them that. The stupid system of having to ask some bored union guy to shuffle to the back and get you 12 Moosehead seemed kind of outdated in our self serve society. They trust me to handle gasoline on my own, why not a six pack? The LCBO dropped that about a decade ago, and so did some of the Beer Stores. So when I first saw them deconstructing the one at Bathurst and Dupont I thought they were going to change it to one of those giant fridge style stores, where you wander around the cooler, choose what you want then take it up front. Pretty good system, especially if you're like me and like to try new stuff.
But wait! Did I say "try new stuff"? Every established brand manager's nightmare!
I think the new design is specifically done so that folks like me will be dissuaded from trying new stuff. It's so clearly weighted to promote the big brewers (Molson Labatts and Sleemans, who coincidentally run the joint) and not promote the smaller ones unless they're willing to pay to put their beer in the so-called Express Display area. Geez, they even have a "Top Ten Best Sellers" board, just in case you're worried your choice might not be mainstream enough I guess.
But if it was even ONLY that, I'd shrug it off as just another example of corporate collusion that surrounds us every day. My real issue is that it's that the whole place is so damn confusing. You take back your empties in one area, but now you can also buy there... sometimes. Not if it's busy. Then you go to the other side where the old system is still in place. Unless you want something from the Express Cooler. Then you get it yourself.... and stand in the lineup with all the others. Weird. Not even the employees know why it's set up that way -- and I asked them.
I wonder who did the redesign? Even in the Mafia like world of Ontario alcohol retailing, it's unusual to see something so clearly designed to benefit the retailers at the expense of the customer.
Waaaaaait a minute... A Top Ten list? No consideration for customer needs? Good God, they hired a consultant from the music industry!
