2011-09-02
The redesign of VARTA’s battery and rechargeable division starts on
September 1, 2011. The reworked design of the products and their
packaging offers customers even better orientation when purchasing
batteries. The newly styled PoS solutions push sales and are suitable for every channel of distribution and for stores of all sizes.
The new packaging and PoS materials in VARTA’s battery and rechargeable portfolio accentuate VARTA’s retail presence by combining modern design with clear and easily understandable communication. The packaging makes a high quality impression, which underscores VARTA’s position as a premium brand.
Clarity and Structure Lead to Success
The tidy and intuitively understandable presentation of product information, together with the optimized icons of the TriEnergy concept, (“Longlife Extra” = Long lasting; “High Energy” = Powerful; “Max Tech” = Precise Energy) make it even simpler to buy batteries and rechargeables. All of the important and directly comparable characteristics (e.g. size, technology and field of application) provide consumers with the best possible orientation when they decide which power cells to purchase. Valuable information about performance – for example, “+23% more power vs. VARTA Simply Alkaline” accompanying
the VARTA High Energy batteries – makes it even easier to buy the right
product. These recommendations are clearly emphasized on all AA and AAA blister packs of primary power cells. VARTA sets new standards at the PoS and improves the differentiation of the products by combining a more clearly legible product name with familiar and easily understandable color coding on the batteries.
The new and bigger euro hole makes it easier for retailers to place the packages on the hooks in shelves and displays.
The packaging concept of the VARTA LONGLIFE foil packages has likewise been reworked. Each Flowpack contains eight AA or AAA batteries. To make these Flowpacks more attractive to consumers, a printed foil will be used starting in September 2011. This guarantees that the product is perceived as a high-quality item and simultaneously provides an inexpensive alternative to blister packages. The flowpacks can be either stacked or hung on hooks.
For the Environment’s Sake
The theme of sustainability has always played an important role at VARTA. To make this even more clearly evident at the PoS, the product design of the rechargeable batteries will also be modified in the context of the relaunch. In the future, all of VARTA’s rechargeables will be identified via green color coding to facilitate orientation and to clearly distinguish rechargeables from conventional alkaline batteries.
Furthermore, VARTA’s packaging of batteries and rechargeables can bear the seal of the FSC (Forest Stewardship Council), which guarantees that the paper comes from forests managed in a sustainable way.
Exceptional at the PoS
In the context of the battery relaunch, VARTA also offers retailers optimized PoS solutions for every channel of distribution and for stores of all sizes. New and attention-getting metal displays shaped like batteries, plus sale-ready presentational media, accelerate product rotation and make it easier for consumers to distinguish between primary batteries and rechargeables.
Market studies that specifically explore consumers’ buying and decision-making behavior have shown that the reworked design of the products and their packaging provides even more assistance to keep consumers well oriented at the PoS. Respondents described the redesign as dynamic, modern and emotional.
Patrick Bochet, International Marketing Director Batteries at VARTA Consumer Batteries, summarizes the innovations: “VARTA’s new and appealing design gives consumers more help for better orientation at the PoS. It also sparks consumers’ interest and generates impulses for purchasing. In combination with innovative and attention-getting PoS materials, this assures faster product
rotation for dealers and thus makes a decisive contribution toward encouraging sales.”
You can find additional information at www.varta-consumer.com
About VARTA Consumer Batteries GmbH & Co. KGaAVARTA Consumer Batteries is a provider of innovative, high-quality products in the battery, rechargeable battery, charger and torch sectors. Controlled from its European head office in Frankfurt am Main, Germany, its 1,200 employees across 30 countries generate annual sales of around 400 million euros. The German sales company is
based in Ellwangen. With powerful product ideas, developed from over a hundred years’ worth of experience, VARTA keeps the mobile-energy market moving. Besides its power to innovate, VARTA is unique thanks to the breadth of its range and the quality and design of its products. The secret of a successful product mix: an intensive focus on the lifestyle of one’s consumers and close co-operation with retailers. This
makes it possible for VARTA to respond quickly and flexibly to current device trends in the dynamic Fast Moving Consumer Goods (FMCG) market and to offer the perfect energy solution. VARTA Consumer Batteries GmbH & Co. KGaA is a part of the Spectrum Brands Group, a global company in the consumer goods market and a leading provider of batteries and high-quality garden and pet products as well as shaving and personal care products.