Electronic holiday gifts should boost battery sales
Author: Drug Store News

Industry experts predict that Santa's bag will be stuffed with electronics this holiday season. As a result, retailers can count on a strong third quarter for battery sales.

Christine Denning, a spokeswoman for Panasonic, said that three of the season's hottest gifts--digital still cameras, MP3 players and handheld gaming systems-should have a positive impact on battery sales. r These three products a e very popular Christmas gifts, and they 11 drive sales of AA alkaline and rechargeables this holiday season," Denning said.

To make the most of the selling season, retailers should maximize their cross-merchandising opportunities. "Batteries aren't really an impulse item as much as they are a prompted item,' said Lou Martire, vice president of trade development for Energizer. People actually need these products, but may not be thinking about them. That's why it's up to retailers to remind them."

CVS is one chain that is making the most of cross-merchandising opportunities in multiple locations in its stores. In its toy aisle, for instance, the chain merchandises an Energizer Bunny shelf display that clearly states that the batteries on the display are for toys and books* Books are merchandised directly across the aisle. Eveready and Duracell batteries also are merchandised on battery-shaped shelf units in the small electronics section. Hearing aid batteries are displayed at the pharmacy counter.

While pharmacy, toy and electronics outposts are obvious choices, retailers might be missing some additional opportunities. With the growth of keyless remotes, the automotive department is a great place to prompt purchases, Martire said.