25 OR YOUNGER? DON’T WAIT TO BE ASKED. HAVE YOUR I.D. READY
March 6, 2013 09:58 ET
Is your I.D. ready to show? If you’re 25 or younger and making a purchase at the LCBO, don’t wait to be asked for valid identification by a staff member. LCBO is advising younger-looking customers to have their valid I.D. in-hand when approaching the checkout.
It’s the latest step in the evolution of the LCBO’s longstanding Check 25 program, in which customers who are 25 or younger should be prepared to show proof of age to increase the likelihood of keeping beverage alcohol out of the hands of minors (those under19). LCBO staff have traditionally initiated age verification by asking to see valid I.D. at the checkout. It will now be standard practice for customers between the ages of 19 and 25 to have their valid I.D. ready for checking.
The enhanced Check 25 program is supported by bold signage at entrances, cash registers and elsewhere in stores. Starting in 75 GTA-area stores, these signs will be rolled out across the 631-store LCBO network in the coming weeks. Store PA systems will also remind customers who are 25 or younger to have their valid I.D. ready to show at the checkout. The announcements will increase in frequency during the busiest periods.
“Store managers and staff have told us how successful the PA announcements have been in areas with large student populations, so it makes good sense to expand it across the network,” said Bob Clevely, senior vice president, Retail Operations. “There have been instances where younger customers have put products back on the shelf and left the store without making a purchase as a result of hearing the ‘have your I.D. ready’ announcement.”
Preventing sales of alcohol to minors and those who appear intoxicated is a year-round responsibility LCBO employees take very seriously. However, refusing a sale can be a challenge. In fact, more than 60 per cent of all staff incident reports stem from negative reaction to a service refusal, and frequently result in verbal and on occasion physical abuse of staff. LCBO expects the shift to having valid I.D. ready will help reduce such incidents, and contribute to keeping alcohol out of the hands of minors.
LCBO has a strong track record when it comes to responsible retailing. In 2011-12, LCBO retail staff challenged more than 6.3 million people who appeared underage or intoxicated. More than 290,000 were refused service; 84 per cent of refusals were for reasons of age. Year to date, retail staff have challenged almost 7 million customers, and lack of valid I.D. continues to be the primary reason for refusal.
“It’s in everyone’s interest to keep alcohol out of the hands of minors, and we appreciate the public’s understanding and support for our enhanced Check 25 program,” added Mr. Clevely.
(Please see attached backgrounder for more information about LCBO’s Check 25 program and commitment to responsible retailing).
(Photos of the “25 or under? Have your I.D. ready” artwork are available upon request).