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Battery World franchise powers on in downturn

Retail battery franchise Battery World is thriving in the financial crisis, recording a 20 percent growth in 2008 on the previous year, on the back of a growing number of consumers choosing to replace a product’s batteries rather than the entire product.

Battery World general manager James Nixon-Smith said while many franchises had recently recorded negative growth, Battery World was well placed in 2009 due to on-going consumer demand for batteries.

“Rather than replacing an entire product – which is more expensive – people are electing to simply replace batteries,’’ he said.

Despite a tough retail environment, Nixon-Smith is confident the franchise is well positioned to achieve consistent and solid results for the year ahead.

Nixon-Smith said their success has been aided by a number of changes to the franchise model including the adoption of a new retail software system, increased product offerings, along with transforming the stores from a traditional “car workshop” to a retail environment, making them more women friendly.

They have also stepped up their marketing efforts, which has had a positive impact on brand recognition nationally, says Nixon Smith.

“Batteries are a part of everyday life and as portable technology – which is dependent on batteries – continues to flourish, so too will Battery World,” Mr Nixon-Smith said.

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