As part of its efforts to adapt to its new business environment, the Société des alcools du Québec (SAQ) is making strategic investments in its store network by running a series of innovative pilot projects aimed at enhancing the in-store shopping experience. Recently, the SAQ launched initiatives such as micro-agencies and a delivery project with third-party delivery platforms, with the aim of making its products more accessible. The SAQ is also testing new in-store concepts to better meet customers’ expectations for accessibility and convenience and to improve operational efficiency and performance, with the primary goal of ensuring the long-term sustainability of the SAQ’s contribution to Quebec. 

“Our pilot projects allow us to gauge customers’ interest, optimize our marketing processes and get feedback from our employees and the industry,” said Isabelle Dufour, Vice-President, Sales Network Operations, at the SAQ. “Our store network is the heart of the SAQ’s operations and customer experience, and it is improved by these new initiatives. We consider them essential for making adjustments and meeting the expectations of current and future customers, in the process fulfilling our commitment to delivering an exceptional shopping experience.”  

Pilot project: SAQ Express 2.0 

The SAQ Express 2.0 concept is intended to better meet busy customers’ desire for quickness and convenience by offering a limited selection of targeted, ready-to-drink products. To help customers discover and choose their purchases, the products are arranged by category (for example red wine, white wine or spirits) rather than by country. Customers also benefit from improved accessibility with extended opening hours: Sunday to Wednesday from 1 p.m. to 10 p.m. and Thursday to Saturday from 1 p.m. to 11 p.m. This pilot project began on July 15 at the 3215 De Granby Ave. store in Montreal.

Pilot project: SAQ POP – Espace SAQ.COM 

SAQ POP – Espace SAQ.COM is an all-new concept that puts tasting and advice at the centre of the shopping experience. In this space, customers are immersed in the world of wine and spirits through customized tastings at a cost of just $10, refundable in Inspire points with any purchase. After the tasting and once they have chosen their products, SAQ POP – Espace SAQ.COM customers are able to order their products exclusively through SAQ.COM – a modern and fluid experience. This pilot project began on July 24 at the 1881 Mont-Royal Ave. East store with the following opening hours: Thursday and Friday from 2 p.m. to 9 p.m., Saturday from 2 p.m. to 8 p.m. and Sunday from 2 p.m. to 7 p.m.

 New store layouts for a better customer experience 

To simplify the buying experience and reflect evolving trends and consumer tastes, the SAQ is redesigning six stores. The changes include a strategic review of product positioning and of the size of each store section. For example, white wines are more popular than reds in certain stores and are now grouped together without regard to their country of origin and positioned earlier in the customer path. In other stores, the product offer is adapted to tastes and trends in the local community, whether that means catering to a specific ethnic group or to a demographic such as Gen Z. In addition, to reflect the trend toward more responsible drinking, the new Alternative section features low-alcohol products, while the Incontournables (Must-try selections) section is removed. The Cellier space has been reorganized to encourage discovery by highlighting trending categories and batch-order specialty products. These redesigns tailor the product assortment to the local market and simplify each store’s operations. Customers are invited to experience this pilot project in the following six stores:

  • SAQ Sélection, Brossard 
  • SAQ Montreal/Côte-des-Neiges 
  • SAQ Express Montreal/Mont-Royal East–Mentana 
  • SAQ Sélection Montreal/Pierrefonds 
  • SAQ Sélection Sherbrooke 
  • SAQ Laval/Fabreville 

1642 tonic water and other mixers now available in six stores 

Effective immediately, the six stores listed above are carrying a full range of cocktail accessories thanks to the addition of mixers from the Montreal company 1642. The products include tonic water, seltzer, ginger beer, yuzu and cola. Fans of cocktails and mocktails will find everything they need to craft their favourite recipes without having to make a second stop.

In-store brand experiences 

Customers can now explore the world of their favourite brand with popup shops in select stores. As well as enjoying a personalized experience and purchasing the brands’ flagship products, customers can buy branded clothing and accessories in-store and on SAQ.COM.