>>high-performance batteries fill the gap...somerfield looks to premium products with longevity...morrisons welcomes innovation

category buyer, non-food, the Co-operative Group
The rapid emergence of hi-tech devices, such as digital still cameras and music players, means consumers are increasingly searching for high-performance batteries, which are a huge opportunity for retailers as a way of filling the profit gap from reduced film sales, for example.
Innovation is therefore needed in the approach we take to maximising sales in store and electrical products can be a major footfall driver within food stores.
category buyer, Somerfield
Household penetration in digital still cameras (DSCs) is expected to exceed 30%, and more than half of these products run off AA batteries. Premium products, designed to offer longevity for users of power-hungry devices, such as digital cameras, MP3 players, and portable games consoles, are clearly the main driver in the batteries market today, which is why they are the most heavily promoted sector in Somerfield stores.
home and leisure director, Morrisons
Digital cameras and MP3s are particularly power hungry and consumers are buying batteries more frequently and in larger packs. Much NPD concentrates on this segment, explaining the increase in the number of premium disposable and rechargeable batteries being introduced.
Morrisons welcomes any product innovation that adds market value and is responding through additional displays and attractive promotions.
Michelle Wilkinson
Steve Hammond
Andrew Pleasance