Nonfoods
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Batteries and Flashlights
atteries and fashlights are some of the frst items consumers look for when they prepare for weather-related power outages. “Even minor storms lead to a bump in battery sales, and major storms can quickly wipe retailers out of stock,” says Ann Rule, senior director of marketing at Rayovac, part of Middleton, Wis.-based Spectrum Brands. Since weather and power outages occur throughout the year, storm prep can be a yearround category at many chains. “Battery companies have stressed to consumers the importance of being prepared during the power outages brought about by extreme weather conditions,” says Nick Cunningham, an analyst with The Freedonia Group Inc., in Cleveland. Duracell’s biggest push for emergency preparedness has historically been in the spring and summer, targeted to help consumers gear up for the summer hurricane season. But winter storms in the Northeast and Mid-
west can also create power disruptions, making winter another key selling season. To promote emergency preparedness last year, Duracell significantly expanded its Power Forward program. “The program is designed to provide power relief to those who are without power due to natural disasters,” explains Win Sakdinan, a spokesman for Duracell, a brand of Cincinnati-based Procter & Gamble. “Our five Power Forward trucks are positioned throughout the country, enabling them to get to any disaster location with free batteries and charging stations within 24 hours.” Since 2011, the brand has deployed the trucks 18 times throughout North America. “We’ve donated over 380,000 batteries and provided thousands of people with mobile device charging from our trucks,” Sakdinan says. “With the help of our retail partners, we also use the trucks to help spread a message of storm preparation, so families can be prepared for the next big storm.”
Storm Cells In times of emergency, consumers look to grocery retailers for batteries and flashlights. By Barbara Sax
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| Progressive Grocer | Ahead of What’s Next | April 2015