Varta, a leading batteries manufacturer, has revamped its entire range to make it easier for consumes to pick the right power for the right device, every time. Known as Tri-Energy, the new three tier range will use device icons, colour coding, detailed PoS and strong imagery to help consumers identify which type of battery is right for the job they want to undertake.

Research has highlighted that a third of consumers walk away confused from the battery fixture and do not make a purchase. The revamped Varta range presents retailers with a great opportunity to drive sales by educating and empowering consumers to make the right choice - making the buying process simpler.

The Tri-Energy range, to be launched in the UK this autumn, includes all Varta’s alkaline and rechargeable products and splits the range into three different levels of performance.

Yellow represents long-lasting power. Batteries in this range – such as the Varta LongLife Extra alkaline battery and Varta Longlife Accu rechargeable battery – are designed to prolong the lifespan of low current devices that need consistent energy over longer periods of time such as alarm clocks, baby monitors and remote controls.

Blue stands for powerful energy. Batteries in this range – such as the Varta High Energy alkaline battery and the Varta Power Accu rechargeable battery – are engineered to give maximum power to energy-hungry devices such as remote controlled cars and portable music players.

Red represents precise energy. Batteries in this range – including the Varta Max Tech alkaline battery and the Varta Professional Accu rechargeable battery – are specially formulated for hi-tech gadgets, increasing the speed of power flow between battery and device. This product is suitable for gadgets such as digital cameras, MP3 players and hand held video games consoles.

The Tri-Energy offering is based on four key points of difference; improved performance, impactful packaging, clearer PoS and promotional concepts. Across the complete alkaline range, performance has been improved by up to 10 per cent while device icons have been added to the revamped packaging to make selection quick and easy. The on-pack information has been simplified and the range concept is further simplified by using sporting analogies – a long distance runner for the ‘yellow’ long lasting power, a shot-putter for the ‘blue’ powerful units and an archer for those batteries in the ‘red’ precise category.

The range is supported with a comprehensive retail support pack containing a wealth of communication tools such as standalone display units with information wings, ‘product choice wheels’, detailed information panels for shelf edges and bus stops. The pack will also contain ideas and support materials on how retailers can maximise sales from their battery category.

“Having seen the really positive response from retailers where we have previewed the range, we are extremely excited to be bringing the Tri-Energy concept to the UK. As the batteries specialist for the convenience sector, we are proud of the support that we give to traders,” explained Vince Armitage, divisional vice president of Varta.

“No other manufacturer targets the unique business requirements of retailers within this sector or devises special programmes to support them. The new improved range not only gives the sector a quality branded product which is great value for money but it also gives the means to add value to the customer experience with very little effort on their part,” continued Armitage.

“The Tri-Energy range not only offers better performance and greater power but the colour coded approach also educates and helps users pick the right power for the right device,” he concluded.