Aaron Pothier, Product Manager - New World Wines at the LCBO
Claus Rinner: Hello, Aaron! During the holidays, I was looking for a French Vouvray at a small LCBO store, and the staff themselves used the LCBO’s mobile app to find the nearest store that might have this wine. Were you involved in developing the app?
Aaron Pothier: No, this has to do with our inventory teams and the LCBO app team. I have held the positions of both Jr. and Sr. Location Analyst, where I conducted demographic research and applied retail geography techniques for site selection, sales forecasting, and demographic cluster solutions. I have also been manager of the Location Analysis Department working with the entire store development team to ensure that we are opening LCBO stores in the best locations and understanding the consumer needs of Ontarians.
CR: What else can a Geographer do at the LCBO? What is your current position within the organization?
AP: My current position is Product Manager for New World Wines. I am in charge of all wines that come from Chile, Argentina, New Zealand, Australia, California, and the Pacific North West. I was recruited for this role based on the analytical skills that I developed both at Ryerson and during my time in the Location Analysis department. Part of my job is product knowledge, so I’m currently enrolled in the Wine Education and Spirits Trust courses. In learning about the regions where my products come from, I learn the unique geographic characteristics of the regions and the wine they produce. I’m introducing new techniques within the wine team to better understand the LCBO wine customer, where they live, and what products they prefer. This is essential for new product forecasting and store selections of where new products go.
CR: I remember that as a student, you were interested in environmental applications of GIS. How were you able to transfer your geospatial analysis skills to the retail sector?
AP: My geospatial skills were easily transferred to the retail sector. I took both retail and environmental courses throughout my undergrad and Master’s, and they have complimented me throughout my career at the LCBO. The same concepts and theory applies when it comes down to the analytical work and really it’s adapting to the data you are looking at. When working in the Location Analysis department, my retail and human geography knowledge came in handy. Now that I’m in the Wines department, my analytical skills are still very relevant, but the physical and environmental geography is playing a bigger role in my day to day activity, as I meet with wine makers and evaluate the wines they are trying to sell at the LCBO.
CR: Aaron, thank you for your time and for helping us explain how Geographers keep Ontario’s spirits up!
