Battery Vendor 'LEAPs' Into U.S. Market With Tube Packs
By TWICE Staff -- TWICE, 9/25/2000
NEW YORK -- A new line of batteries sold in transparent, sleekly designed cylinders, rather than traditional blister packages, is making its American debut.
LEAP-brand AA and AAA alkaline batteries, made by Toronto-based LEAP Energy and Power Corp., were officially launched at Tower Records here earlier this month, with rollout to consumer electronics chains and mass-market locations following in the coming months.
LEAP, which calls both the battery package and the in-store display used to merchandise the product "revolutionary," claims it is the first company in the alkaline battery segment to eliminate wasteful blister packaging. Instead, it places batteries in sleek cylinders made from ecologically friendly recyclable and reusable materials.
The tube package mirrors the alkaline battery shape and is designed to convey power through the blue color spectrum on the battery and screened tube pattern, said LEAP. Each product is color-coded to ease consumer selection. Suggested retails are $6.70 for the AA six-pack and $5.40 for the AAA eight-pack.
The packaging, specially designed for LEAP, is targeted to "appeal to modern consumers," said president/CEO Brent Meikle. "In addition, LEAP batteries present innovative merchandising options to our retail partners, transforming what has been low-interest, traditional shelf space into a high-impact retail solution."
To that end, LEAP is providing retailers with a self-contained shipper that doubles as a floor display. The entire unit, which holds just over 200 individual battery cylinders -- about 100 each of the AA and AAA alkaline types -- is modular, and can be broken down into 12-inch "modular" shelf displays or used in its entirety as a revolving floor unit.
The new packaging format, said LEAP, uses 40 percent less shelf space than that of other battery suppliers, allowing retailers to maximize sales per square foot.
At the same time it announced its new battery line and package, LEAP unveiled its Battery Center, also a self-contained shipper floor display with modular shelf capability. The unit contains battery replacement backup in 10 critical categories: cordless phones, computers, camcorders, cellular phones, electronic toys, calculators, keyless remote control for cars, photo, watches and hearing aids-medical.
Along the sides of the LEAP Battery Center are cutout slots that match the size and shape of the battery being replaced. Consumers simply fit the dead battery into one of the dozens of slots to find a match, then select the compatible number of the LEAP replacement battery printed alongside.
Prices are marked above the slots holding product packages. Retailers can store additional inventory below the floor display in a locked cabinet.
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