More consumers than ever are choosing to give their loved ones electronic presents like battery operated toys, handheld gaming devices or high tech gadgets, but many of them forget to buy the batteries to power them until later, says Gareth Wheller, MD for GP Batteries UK. It’s great news in terms of extra sales, not just at Christmas but all year round, for grocery retailers who stock and display a broad selection of batteries to meet all needs.
One of the top five worldwide manufacturers in this category, GP Batteries produce over four billion single-use and rechargeable batteries a year, ideal for a large variety of products and appliances including electronic toys, handheld video games and electronic gadgets, plus specialist batteries for watches, car keys, hearing aids and smoke detectors.
This Christmas GP is offering customers great savings, with a range of promotional packs that give even more value for money. Customers get 4 batteries free when buying an 8-pack of GP Ultra AA alkaline batteries for SRP £4.99, while the GP Super 4-pack in AA and AAA for SRP £2.99 gives an extra 4 batteries free. Retailers can order single packs of Ultra 8+4 or a floor standing display including both AA and AAA, to help drive sales. The Super 4 packs are available in a retail ready counter display to maximize peak season sales.
GP Ultra alkaline batteries are available in AA, AAA, C, D and 9V. These high performance batteries for popular portable electronic devices have up to 7 years shelf life. For eco-conscious consumers, GP is offering an extra 50% of its rechargeable ReCyko+ battery for free, retailing at £12.99, same as standard 4-packs.
GP’s ReCyko+ rechargeable NiMh range offers batteries in AA, AAA, D, C and 9v sizes. GP ReCyko+ Pro batteries are one of the best performing rechargeable batteries around and are cost efficient, kind to the environment and with long service life.
Completing the range, GP Lithium batteries come in AA, AAA, 9V, CR2 and CR123 for digital cameras. They are lighter weight and suited to extreme temperatures, ideal for outdoor enthusiasts. GP’s button cell batteries are suitable for watches, hearing aids, car key fobs and many other electronic devices, including Christmas Toys like Fingerlings.
Display and sell with Duracell With growth at +3.5%, the battery category is performing really well and represents a great opportunity to drive profit, says Tatiana Wijeyaratne, Marketing Manager for Duracell UK:
“With devices getting ever smaller, we’ve also seen extra demand for smaller batteries such as Lithium Coins and Alkaline Button batteries, which are growing at +11.15%. As the market leader driving value into the market over volume, we’re spearheading this growth through relevant partnerships, product innovation and best-in-class marketing support.”
Trends Duracell have seen recently include the Internet of things, connected households and miniaturisation, which is fueling demand for product formats like coin batteries.
“With Lithium Coin batteries increasingly prevalent in consumers’ homes,” says Tatiana, “we have a category-wide responsibility to protect small children. Hence we offer more safety features than other brands and guarantee that no child can access our batteries in their original packaging.”
Energizer – new products, new campaign
Energizer is debuting its latest addition, Energizer MAX PLUS alkaline batteries, with ads on ITV, Channel 4 and Sky. The new commercial stars the updated Mr. Energizer character, promoting the new range and its longevity.
“Energizer MAX PLUS underscores our commitment to innovation and providing consumers with long-lasting, reliable power and this TV advert further highlights our ambition for the new range,” says Lori Shambro, Vice President, Global Marketing at Energizer Holdings.
Energizer MAX PLUS AA batteries are the brand’s No. 1 longest-lasting AA alkaline battery, holding power in storage for up to 12 years and featuring the leakage protection customers expect from Energizer. The new Energizer MAX PLUS replace Energizer’s previous performance alkaline product, EcoAdvanced. Energizer MAX PLUS starts at £5.00 for a four-pack.
VARTA gets a range refresh VARTA Consumer Batteries has unveiled a major brand refresh to simplify how it communicates with shoppers, with new packaging and a brand-new slogan. VARTA has renamed its products and put them in new packs, with three new power levels for alkaline batteries, Longlife, Longlife Power and Longlife Max Power. Each pack clearly states the power level, with easy-toidentify icons detailing their recommended use. Each pack also includes the tag line ‘Made in Germany’, reinforcing the brand’s quality message and heritage.
The brand refresh includes the launch of two new product ranges; VARTA Nightcutter flashlights and LCD Power Banks plus a new recycled rechargeable battery range made with 11% recycled materials, targeting environmentally conscious consumers with batteries pre-charged and ready to use straight from the pack.
VARTA’s new brand slogan ‘In Service for You’ confirms the brand as a reliable partner by the consumer’s side. Hanifa Choudhury, VARTA Sales and Marketing manager, UK & Ireland, comments:
“We want to give shoppers the clearest possible messaging on pack to help them make the right purchasing decision for their needs. The new packs look great on shelf and, coupled with new look POS will help retailers increase sales.”
VARTA is supporting the relaunch with TV advertising for Christmas 2018.
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