About Duracell
Duracell, a premium battery brand, became part of the Berkshire Hathaway portfolio in 2016 after being acquired from Procter & Gamble. The brand offers a wide range of batteries available in various retail locations, with their products featured on dedicated and shared displays.
What We Solved
Duracell identified an opportunity to enhance their retail displays and increase shopper engagement. With a goal to achieve enhanced brand visibility, educate shoppers on product benefits, and improve in-store communication. For Eden, this was a chance to expand our brand-focused portfolio and showcase our strengths in strategic retail design.
Duracell approached us with a wish to design impulse sales displays, to be positioned near gondola ends in high-traffic areas, where the brand could achieve improved stand out. As a premium brand, Duracell emphasised the importance of using high-quality materials, while balancing a cost-effective approach to reflect the brand’s values and the variety of products on offer.
How We Did It
We started the project with a detailed analysis of Duracell’s goals and the requirements of retail partners. Our creative team immersed themselves in the Duracell brand, enabling us to develop a concept that sensitively represented the brand and met customer needs. Initial design sketches were shared with Duracell, followed with 3D visuals to further develop and refine the design intent.
To accelerate the approval process, we utilised technologies such as Augmented Reality (AR) and a virtual 3D walkthrough, which helped present the solution to both Duracell’s management and retail partner B&Q. The final display was manufactured from metal and high-quality finishes to ensure the premium look and durability required for permanent use.
What We Achieved
The new display was successfully launched in all 300 B&Q stores in the UK, resulting in a 317 % increase in sales compared to the previous cardboard display. The three-sided design allowed for additional product placements, leading to a further sales increase of up to 379 %. Successful rollouts also took place at other retailers, including Marks & Spencer, Sainsbury’s, Morrisons, and B&Q, bringing the Duracell brand closer to shopper. And as a bonus: our retail battery stand solution won silver in the 2022 POPAI UK and Ireland annual retail awards.
Customer Feedback
“Working closely with Eden, we were able to develop a new permanent fixture with great standout, by using strong Duracell branding and clear product navigation, for shoppers to purchase from,” said Darren Judd, Duracell UK – Premium & Specialist Retail.
Andrew Morgans, Category Planner at B&Q, added: “The unit has given us the ability to deploy a broad range of batteries to additional store locations, and with great in-store visibility, this is helping customers find the battery they want when they want it.”
How Can We Help?
Are you looking for innovative solutions to boost your brand’s visibility in retail? Contact us to find out how we can help you increase customer engagement and sales, just like we did for Duracell. Together, we’ll find the path to success.
More our project in retail.
