Energizer is investing in a progressive new portfolio approach set to inject growth into the £32.3m rechargeable battery segment. It aims to drive growth through technological improvements, and simplifying the shopping experience for consumers by clearly communicating the difference between its rechargeable batteries range.
Nick Powell, Managing Director of Energizer UK & Nordic Regions, says: “Consumers are looking for guidance from manufacturers and retailers to help them better understand which rechargeable battery is most suitable for their varying device needs. Our new range enables consumers to better understand the range performance and make informed decisions.
Additionally, to provide extra power for power hungry devices, the new products are pre-charged, ready to use, and hold charge when not in use for up to one year. The new packaging uses simple and clear icons on pack to guide consumers about the most appropriate battery for a device. Additionally, an on pack performance grading system allows them to choose a certain level of performance or power that fits their device usage needs.
The Power Plus packs, for example, includes a ’3X longer lasting’ claim and icons that represent devices such as kids toys while the Extreme packs, highlights a ’6x longer lasting’ claim and icons representing high tech devices such as gaming controllers and cameras that require more power than usual. This not only allows for clearer navigation of the rechargeable batteries fixture but also represents a significant opportunity for retailers to drive value through trade up.
In addition, Energizer’s range of chargers has also been re-launched in more sustainable packaging that uses up to 40% less plastic and are all energy star certified.
Powell concludes: “As well as being attracted by new solutions that make charging simpler and more intuitive, many consumers also appreciate the option to purchase batteries that offer a further opportunity to minimize impact on the environment. It is this winning blend of product innovation and category investment, combined with education initiatives and responsibility, which means we are ideally positioned to help retailers increase profits from rechargeable battery sales.”