PEI Liquor Control Commission 2018 Annual Report

Goal 2 Customer Service

Goal To understand the needs of our customers so that we can provide quality products and services that are delivered by knowledgeable, courteous employees in attractive and accessible facilities. Objectives 1. Enhance the shopping experience for PEILCC wholesale and retail customers. 2. Provide enhanced customer services. 3. Improve product portfolio.

Actual 2016-2017

Target 2017-2018

Actual 2017-2018

% of 2017-2018 Target

Target 2018-2019

Customers served Average customer transaction value

2,615,240

2,600,000

2,659,841

102.3%

2,660,000

$41.30

$42.23

$42.87

101.5%

$43.23

Actual 2016-2017

Target 2017-2018

Actual 2017-2018

% of 2017-2018 Target

Target 2018-2019

Litres

Beer

8,191,412

8,480,000

8,645,712

102.0%

8,400,000

Draught

976,256

911,500

1,095,320

120.2%

1,015,000

Spirits

789,453

836,900

786,427

94.0%

789,500

Wine (including BYO)

1,612,419

1,538,000

1,711,026

111.3%

1,670,000

Refreshments

516,166

440,000

562,304

127.8%

536,000

Total

12,085,706

12,206,400

12,800,789

104.9% 12,410,500

Performance Highlights

Packaged beer has decreased by 454,300 litres over the previous year. Draught beer has shown an increase of 119,064 litres over last year driven primarily by the craft beer segment. This is consistent with both national and international trends. The Refreshment category continues to be popular with volumes increasing by 46,138 litres over last year. The Spirit category has decreased by 3,026 litres from the previous year. Sales continue to trend toward more premium products which is evidenced by the increase in the value of the average customer transaction.

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PEILCC 2017-2018 Annual Report