One of the UK’s biggest independent forecourt chains, Park Garage Group (PGG), has chosen Varta Consumer Batteries as its sole battery supplier as part of an exclusive contract. PGG will stock Varta’s High Energy range of alkaline batteries as well as a selection of specialist battery and promotional products at all of the 93 Park & Shop sites nationally.
As part of the agreement, Varta is supplying Park Garage Group with bespoke point-of-sale and display units to help boost the group’s battery sales. After completing an in-depth analysis of PGG’s store layout, point of sale and merchandising in relation to sales, Varta identified that the shopping experience for customers could be improved, helping to increase PGG’s sales in the process.
Miles Harvey, group operations director at Park Garage Group, commented: “I’m proud to confirm that Park Garage Group has selected Varta Consumer Batteries as its sole battery supplier for the next two years. We have been impressed by the professionalism, efficiency and the forward-thinking approach that the Varta team brings to category management, to overhaul the way we currently sell batteries. This approach has helped our customers find the right battery for the right job quickly and efficiently and already we have seen a significant increase in sales over previous suppliers.”
Gareth Thomas-Prause, national account manager for Varta Consumer Batteries, added: “Working with the team at Park Garage Group, we identified that if we took the batteries fixture from behind the counter to the shop floor we could help educate customers on the best battery selection for their needs and impulse sales will be boosted. This move gives consumers direct access to products and allows them to make their purchasing decision without the pressure of a queue of other customers behind them. We know that over 75% of battery sales are made on impulse, so if consumers don’t have the products in front of them, then retailers can miss out on vital sales.
“I’m delighted that Park Garage Group will be stocking Varta batteries but beyond this I’m keen to help make a real difference to the Group’s battery sales through improved PoS, merchandising, promotional activity and working in close partnership to drive sales forward.”