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ITCO 3-in-1 Merchandising Project Thank you for participating in this merchandising project!

Please read through this Guide in FULL as it contains all the information you will need to complete this project.

In this guide, you will first get an overview of all three projects, as well as general guidelines which are applicable to all projects.

Next, you will find next the instructions of each project separately, in detail.

PROJECT 1: VYPE RESET You will find all the details for this project on page 3.

Imperial Tobacco is introducing new Vype products and flavours. As such, the planogram of the Vype Unit is changing.

Your objective is to merchandise the Vype Unit according to a specific planogram and identify each product with a sticker.

PROJECT 2: SERIAL NUMBERS You will find all the details for this project on page 6.

You will install serial number stickers on the tobacco backwall and/or Vype unit in convenience stores.

The serial number stickers will allow ITCO to identify their inventory of backwall and Vype Units across the stores you visit.

PROJECT 3: ONTARIO BAN You will find all the details for this project on page 7.

A new law is taking effect in Ontario and all Vype materials must be removed. They can no longer be visible to customers.

Your objective is to remove ALL the touchpoint campaign materials from the store.

Representing Premier Service As a representative of Premier Service out in the field, we ask that you put your best foot forward and respect these important rules:

1. You are a guest in the store. You must accommodate store operations as much as possible.

2. Be polite and friendly at all times. You must entertain a business relationship with the clerks, retailers and managers at all times.

3. Do not use your cellphone unless it is to contact your scheduler or take pictures of your work.

4. Do not discuss the project with the retailer/manager beyond what is necessary. Do not discuss any personal opinion.

5. Wear business casual clothing. Your attire, from head to toe, must follow our guidelines discussed during the briefing.

6. Act professionally and keep customer service in mind. Always act professionally, and ensure that you keep the retailer happy.

What you’ll need…

Photo ID

Your smartphone with Location Services turned ON

A printed copy of your Store List to track your progress (and a pen!)

A printed survey form (one per store) if you are not using MobiAudit

A copy of the Letters of Authorization – you will have one Letter of Authorization for each project

A guide of all the planograms (for the Vype Reset project)

List of materials We will ship you all the materials that you need to complete your visits.

It is possible that you do not receive all these materials. You will only receive the materials that are relevant for your stores.

H-risers (removable half-shelf for Vype Units 1 and 2)

Vype stickers (to identify each product)

Serial Number stickers

White Stickers for Countertop Vype Units

New Vype Price Sign

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Before you hit the road… Read this Guide and watch the videos we included in this Guide.

Score 100% in your certification. Do not begin your visits until you have 100%.

Plan a convenient route before you hit the road! Some store banners must be visited on weekdays between 8am and 5pm.

These stores are identified on your Store List. Make sure to consider this when planning your route!

Please practice, practice, practice! Make sure you know exactly what to do before you visit your first store!

We will send you packages with the materials you need. Please confirm which materials you have received by clicking here.

Make sure you understand which project you must complete in each store!

In some stores, you will only do one project, and in other stores, you’ll do all three.

In Shopmetrics In your PDF Store List

Your PDF store list will show the projects that are required for

that particular store. Please be sure to check it!

Before you go to the store… We recommend that you call the store in advance to let them know you’re coming. It’s not mandatory, but highly recommended!

At the same time, you can make sure that the manager or retailer will be present during your visit.

If you show up to the store without calling and the manager is not present, the clerk may ask you to come back.

You don’t have to make a specific appointment! Rather, you can just say you’ll be there on Friday in the afternoon.

Here’s the script that you can use:

“Hi! May I please speak to the manager? I am a representative of Premier Service, mandated by Imperial Tobacco to conduct

some merchandising updates in your store. This involves (only mention the relevant activities for the store) merchandising the Vype

Units, installing serial number stickers on your backwall and Vype Units, and removing old campaign materials. I am scheduled

to visit your location on *date*, and I expect to be there sometime in the *AM/PM*. Could you please make sure that you will be

there, or that the person who will be present will have the authorization to approve the project? Thank you so much for your

cooperation! See you on *date* in the *AM/PM*”

When you get to the store…

Introduce yourself to the clerk and show your Letter of Authorization

“Hi! I am a representative of Premier Service, sent on behalf of Imperial Tobacco.

I am here to (only mention the relevant activities for the store) merchandise the Vype Units, install serial number stickers on your

backwall and Vype Units, and remove old campaign materials. Here is my Letter of Authorization. May I please go behind the

counter?”

PROJECT 1

VYPE RESET

PROJECT 2

SERIAL NUMBER

PROJECT 3

ONTARIO BAN

H-riser

in 2 different formats

Vype Stickers

2 sheets per store

Serial Number Stickers Plain Vype Decal

in 3 different formats

New Vype

Price Sign

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PROJECT 1: VYPE RESET Your objective is to merchandise the Vype Unit according to a planogram and identify each product with a sticker.

If any product is not in stock, you must still follow the planogram and install the sticker, leaving the out of stock space empty.

It is very important to follow the planogram exactly as it is and leave spaces and a sticker for any product not in stock.

The number one priority of this mission is to make sure that the retailers and managers are happy with the new setup.

Before merchandising the Unit, take a moment to explain to the retailer/manager what work you will be doing, and get their approval.

What you’ll need to know: You must be able to identify the Vype Units that you may encounter in the store.

Look for which unit is in the store. It should be one of these below. Many of them will have marketing decals on the outside flaps.

What is an LEP? LEP Examples An LEP is a Limited Edition Pack. For example, the multi-flavour packs and the ePod rose-

gold devices are LEPs.

What is an H-Riser? H-Riser

The H-Riser is a half-shelf to put inside the Vype Unit.

Each Vype Unit needing H-risers will require

four (4) to complete the planogram.

How to determine the size of the H-Riser? The H-riser for the Vype Unit 1 is 15 inches long. The H-riser for the Vype Unit 2 is 11 inches long.

You can quickly tell whether it is the right size by looking at the planograms. If the H-riser fits the right amount of product, it is correct!

Should you find the wrong size H-riser in a store, you will need to replace it. We are sending you H-Risers to fit both units.

You will also need to take the incorrect H-riser with you, in case you need it in another store, along with the extra pushers and dividers.

Quickly mention to the retailer that you’ve replaced their incorrect H-risers with new ones!

Exception: If you find an H-riser inside a Unit 1 which is larger than 15 inches, use the larger H-riser and planogram the unit as usual.

What is the FMC shelf? The FMC shelf simply refers to the cigarette backwall unit. It is the place (drawers or shelves) where cigarettes are placed behind the

counter.

What is a Head Office Store? A Head Office Store is a corporately owned store for which we have specific planograms. You will need to use the specific Head Office

Store planogram for these stores.

Vype Unit 1

24 in x 48 in

Vype Unit 2

18 in x 48 in

Vype Unit 3

18 in x 32 in

Vype Unit 4 (Double

Countertop)

“White Display”

Black Display

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Head Office Planograms

✓ Petro Canada

✓ Couche Tard Ouest

✓ Couche Tard East

What is Vype Overstock? Any stock that does not fit in the Vype Units present in the store is considered Vype Overstock.

What are the Competitor Products?

✓ Juul

✓ Logic

✓ Stlth

If you see the competitor’s product in the Vype Unit, do not touch it!

Competitor products can take up one or two shelves in the Vype Unit. Usually, they are placed either on the top one/two shelves, or the

bottom one/two shelves.

Whichever the case may be, you should use the planogram starting from the top, and do as many shelves as are available to you.

For example:

Understanding the Vype Units

Anatomy of the Vype Unit In order to merchandise the unit correctly, you must understand how the Vype Units work, and how you can

modify the different components so that you can merchandise it according to the planogram.

Watch the video tutorial on how to:

✓ Remove the frame (Units 1 and 2 only)

✓ Remove the flaps (Units 1 and 2 only)

✓ Remove and install the H-risers (Units 1 and 2 only)

✓ Move the dividers and pushers (Units 1 and 2 only)

Pusher

Clear

divider

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Watch the video tutorial on Vype product line

Merchandising the Vype Unit Start merchandising the Vype Unit by following the planogram.

Be mindful of planograms specific for banners, or for multiple units in a store.

Watch the video tutorials (Video 1 & Video 2) on how to:

✓ Follow a planogram

✓ Apply the stickers

✓ Merchandise countertop units

✓ Assemble the cardboard boxes for ePOD products

✓ Assemble the White Display

Handling Special Situations It is likely that you will encounter situations which you do not expect in the store, but there’s no need to panic!

We have many resources available to you that you will help tackle any problem you may encounter in the store.

Watch the video tutorial on special situations.

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In the store…

STEP 1: Scan the work to be performed.

Identify how many Vype Units are in the store and which model they are. You will need to record that information in your survey.

Remove the flaps from the Unit, or open the door of the Countertop Unit.

Assess the situation and determine what items will need to be moved.

STEP 2: Explain the work to be done and obtain approval from the retailer/manager

The manager may approve or refuse any of the work that is asked for this project.

Always accept the refusal and do the work that was accepted.

If there is a refusal, before proceeding, reach out to the Quality Assurance Contact to find out the next steps.

STEP 3: Merchandise the Vype Unit

Determine which planogram is required for the store, and merchandise the unit according to the planogram.

The planogram you need will be dependent on…

✓ The Head Office

✓ The type of Vype Unit(s) present in the store

✓ The number of Vype Units present in the store

Refer to your Planogram Guide for the specific planogram to use.

If you are unsure of which planogram you should use, you can reach out to the Quality Assurance Contact.

How to handle Overstock *DO NOT leave product laying around the store!* If you have extra product that did not fit in the Vype Unit after following the

planogram,, you will need to ask the retailer/manager where to place the overstock and neatly put it away!

It is important that you do not leave it on the counter, or on the floor!

How to handle Competitor Products If a competitor is present in the Vype Unit, DO NOT move their product!

STEP 4: Take photos of your work

Take a photo of each Vype Unit in the store after you merchandised the Unit.

Make sure that the products are visible and that we can see your work clearly.

Once you’re done taking your photos, put the flaps back on the Unit, or close the door of the Countertop Unit.

STEP 5: Track your inventory

As part of this project, it is CRUCIAL that we know at any moment how many H-Risers you have in your possession.

We might need to ship you more, or ask you to ship your overage to another merchandiser.

Before leaving the store, count how many H-Risers you used in the store, and how many H-Risers you took from the store (if applicable).

We will ask you to record the information in your survey.

If you break a H-Riser by mistake, it’s okay! Please just include it in the count of what you used in the store.

Of course, we don’t expect that you will break H-Risers easily, but please carry them carefully to avoid any loss.

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PROJECT 2: SERIAL NUMBERS

You will install serial number stickers on the tobacco backwall and/or Vype unit in convenience stores.

It is important that the correct serial number sticker is installed. You will receive a full set of stickers for the stores in your province.

You will need to check your store list to determine which locations will need the serial numbers installed.

STEP 1: Determine which units require a serial number

You must only install the Serial Number Stickers in permanent Units 1, 2 3 and 5.

Countertop units do not have serial number stickers (Unit 4 Single and Double Counter).

STEP 2: Select the right Serial Number stickers to install in the store

In your envelope, all the Serial Number stickers are sorted by Postal Code.

Using your Store List, identify the Postal Code of the store, then look by Address.

Double-check the Serial Number and make sure that it matches your Store List. If it does, you have the right sticker!

Here’s a sample sheet of stickers for Manitoba.

As you can see…

1. The stickers are sorted alphabetically by Postal Code.

2. Some stores have a sticker for the Vype Unit only.

3. Some stores have a sticker for the Backwall only.

4. Some stores have both stickers!

IMPORTANT – Each sticker specifies if the Serial Number is

for the backwall OR Vype Unit. It’s important that you use

the correct one!

STEP 3: Install the Serial Number sticker on the Vype Unit

Identify if the Vype Unit requires a Serial Number sticker (refer to page 1).

Place the serial number on the inside of the Vype unit, on the top left side of the

unit.

Take a photo that shows where you installed the Serial Number sticker.

Make sure that the photo is clear, and that the Serial Number is legible.

We want to be able to confirm you installed the right sticker!

If you encounter multiple units which require Serial Number stickers, you should see

multiple stickers in your sheet.

If you do not see enough stickers for the Vype Units present in the store, install the

Serial Number on the largest unit, and record in your survey that the store requires another sticker.

Vype Unit 1

24 in x 48 in

Install Serial

Number

Vype Unit 2

18 in x 48 in

Install Serial

Number

Vype Unit 3

18 in x 32 in

Install Serial

Number

Unit 5

24 in w/ Flat Screen

Install Serial

Number

Vype Unit 4

Double Counter

DO NOT Install

Serial Number

Vype Unit 4

Single Counter

DO NOT Install

Serial Number

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STEP 4: Install the Serial Number sticker on the Tobacco

Backwall Unit

The Tobacco Backwall Unit is the unit in which the cigarettes are stored. The

backwall for which we have serial numbers is a new metal black backwall.

Open the top left flap.

Install the serial number sticker on the section’s “ceiling”(near the top left

corner), near the hinge.

Take a photo that shows where you installed the Serial Number sticker.

Make sure that the photo is clear, and that the Serial Number is legible.

We want to be able to confirm you installed the right sticker!

This is the backwall:

Once you’ve opened the

top left shelf, place the

sticker on the section’s

“ceiling”, near the hinge.

As with any project, we expect that the quality of the work will meet high quality standards.

When you are applying stickers, make sure that they are straight, with no bubbles or ridges!

PROJECT 3: ONTARIO BAN You will remove all the touchpoint Vype campaign materials from the store. It is important that you do not miss any materials!

As you remove the stickers from the Countertop Vype Units, the products will be visible to customer (it has a glass door).

Since vaping products must never be visible, you will also install a white decal over the glass door.

Vype Touchpoints at a Glance Please note that the below touchpoints are only an example of the locations in which you may find touchpoint campaign materials. The

images below show a campaign only in the province of Quebec.

1. Vype Unit with 5 Flaps

2. POP Sign

3. Vype Unit 4

4. Consumer Cards

5. Vype Window Poster

6. Backwall Flaps Magnets

This is the top

left shelf

Place it on

the section’s

ceiling, near

the hinge on

the top left

corner.

This is the

section’s

“ceiling”

Top left

flap is open

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STEP 1: Remove old campaign material The above touchpoints (and any other touchpoints you see in the store) need

to be removed from the store.

Once you leave the store, no Vype materials should be visible.

As you remove the materials, please keep them with you and throw them at home.

You need to remove any and all Vype marketing materials! If you find anything inside the

store that is branded, remove it!

STEP 2: Install white decals on the Countertop Vype Units The decals you received are custom-made to fit the specific Vype Units. Before you put on any decal on the

unit, always hold the decal in front of the Unit and make sure that it will fit perfectly. If none of your decals fit the Unit perfectly, you will

need to remove the current campaign material, and install it backwards (inside the unit).

✓ Ensure that the sticker fits perfectly on the unit BEFORE you remove the previous signage

Do not remove the previous decal and expose the product before confirming that you have the correct sticker for the unit!

✓ Clean the glass door

Remove any old signage from the glass door.

Clean the glass door using a washcloth to remove glue and dust. This helps to prevent bubbles.

✓ Carefully put the new sticker on the glass door

We expect perfection! Do not leave the store until the decal installation is flawless.

Click here to see how to put the sticker on the glass door.

Ensure the sticker lines up straight before applying it.

Do not release the backing of the sticker all at once. Slowly release and press on the sticker in sections to avoid air pockets

Use your hand, dry cloth or credit card to press down the sticker as you apply it. This will help avoid bubbles!

Place the decal under the top right magnet, to ensure a smooth application! The decal must not overlap on top of the magnet.

STEP 3: Switch out the Vype price sign and remove the Wobbler In the store, you will encounter a page with a price for Vype products. This price sign is no longer active, and will need to be replaced by

a new sign, which you will receive with your materials.

STEP 4: Unplug USB keys from Vype Unit screens Make sure that no videos are playing on the screens when you are done your work!

This is what the Ontario campaign

materials may look like:

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STEP 5: Remove glorifier, LED price sign, Wobbler, and Vype Unit Side Magnet! You will need to ask the manager to store the LED sign and glorifier in their office or back room. The wobbler can be removed and

thrown out.

STEP 6: Take photos of your work

Take a photo of each Vype Unit in the store after you removed the stickers and installed a white decal (for Countertop Units).

Take an overall photo of the cash area so we can see that you removed all the touchpoints.

Take a photo of the storefront with the doors and windows visible.

STEP 7: Track your inventory

As part of this project, it is CRUCIAL that we know at any moment how many white decals you have in your possession.

We might need to ship you more, or ask you to ship your overage to another merchandiser.

Before leaving the store, count how many stickers you used in the store. If you broke a sticker by mistake, it’s okay!

Please just include it in the count of what you used in the store.

When applying the white decal on the Countertop Units No bubbles or ridges! Your work must be PERFECT!

Note that these photos are from different campaigns in Canada. Your decals won’t look like this, they will be plain white decals.

However, these are great example of how the decals must be applied, or not!

Wrong size! We can see ridges

The decal overlaps the magnet

We can see bubbles

Your decals won’t look like this,

they will be plain white decals.

These images are only to show

the quality of installation. No

bubbles or ridges!

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When you are ready to leave the store…

Consult your checklist below to make sure you have completed all the steps needed, and take a photo of the storefront after your visit.

We are guests in the stores, and therefore should treat the clerks, managers and retailer with courtesy and respect!

Don’t forget to smile, and show confidence, courtesy, and professionalism in the stores. Make sure to let them know you are done!

PRINT AND TAKE THIS CHECKLIST WITH YOU!

3-in-1 Merchandising Project Checklist

PROJECT 1: VYPE RESET

Did you follow the correct planograms? (Double check for key account planograms)

Does every shelf now have an H-riser?

Did you take any extra H-risers with you?

If you replaced incorrectly sized H-risers from a unit, you’d have some to take with you.

Did you install all the Vype stickers?

Did you take a picture of the Vype Unit(s) with the flaps removed AFTER merchandising?

PROJECT 2: SERIAL NUMBERS

Did you install a Vype serial number (if applicable)?

Did you take a photo of the Vype serial number sticker?

Did you install the backwall serial number (if applicable)?

Did you take a photo of the backwall serial number sticker?

Did you take note of any Serial Number stickers that was missing?

PROJECT 3: ONTARIO BAN Did you remove the Vype Unit decals?

Did you re-install a white decal on the Countertop units?

Did you remove the POP sign?

Did you remove the window poster?

Did you remove the consumer cards?

Did you remove the backwall flap magnets?

Did you switch the price sign?

Did you unplug the Vype unit?

Did you remove the Vype Glorifier and LED Price Sign?

Did you take a picture of the cash area after removing the materials?

Did you take a picture of the storefront with the door and windows visible?

Are you sure that you removed ALL campaign materials?

Before you leave… Did you take a storefront photo with windows and the door clearly visible?

Your Project Resources We have designated a few contact people whom you can reach out to should you encounter any issues in the store.

The Quality Assurance Contact Marina 514-912-2785 Daily from 9AM EDT to 7PM EDT You will need to reach out to the Quality Assurance Contact before you leave the store, by texting pictures of your work in order to

obtain approval. Outside of the abovementioned hours, you will not be required to do this extra step.

Your scheduler Rob, Jeff, Megan or Nancy

You can reach out to your scheduler if you have any issues or questions with any other aspect of the project, such as using our portal or

MobiAudit, requesting more materials, etc.

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What If’s & Special Situations

Whether you are a seasoned merchandiser who has worked on a dozen projects, or this is your first time, let’s face it… not everything goes

according to plan. Therefore, this section will help answer 99% of any issues you encounter on the road.

Please don’t wait until something happens to you… read it before you head out! We got you covered!

Store-related

The store name does not match your list. Sometimes, stores change ownership and change names (for example, from Esso to Mac’s).

If you are at the right address, proceed with your visit even if the store name is different.

The store is closed. If the store is permanently closed, please report that in your survey.

If you visited the store outside business hours, please return to the store when it is open.

Manager or retailer-related

The manager/clerk refuses that you

install the serial number stickers

Be confident and explain that it is simply to identify the units in the store, and that you will not

rearrange any product in the store. If they still refuse – simply note that in your survey.

Don’t forget to take a photo of the storefront!

The owner refuses to allow you to move

the product in the Vype Unit(s) Mention that the owner / retailer refused the merchandising of the Unit in your survey,

ONTARIO BAN: The manager/clerk

refuses that you remove the campaign

material and apply the white decal.

Be confident and explain that it is important to remove the current campaign as per the law.

If they are still not convinced, you can leave the store and explain what happened in your survey.

Don’t forget to take a photo of the storefront!

The owner refuses any work.

Contact Marina Nossovitch at 514-912-2785.

Other special situations

You forgot to take a storefront photo

and/or a required photo.

Please go back to the store to take the missing photos.

We want to make sure you were at the right location and that the work was completed accurately.

There is damage to the Vype unit (i.e.

missing a flap). Mention it in your survey.

There are price or other stickers the

owner has applied inside of the unit.

Speak with the retailer and work with them to come up with a solution which will keep them

happy but achieve our labelling requirements.

There is residue from past labels, etc. Do your best to ensure that the shelves are cleansed to allow for a very clean look when you are

done labelling. Remember, this is a key project, and we want to do a “premier” job!

ONTARIO BAN: You do not have the

right decal for a Vype Unit.

If you do not have the correct sized decal for that unit, you will need to remove the current

campaign decal and install it backwards, so that the campaign is not visible from the outside of

the unit.

You do not have enough materials to

complete your visits.

Please alert your scheduler as soon as you notice you will not have enough materials.

Do not continue your missions until we have shipped more materials out to you.