Batteries Plus is one of the largest and fastest-growing rechargeable battery suppliers in the US, with 700+ stores and an online shop.

BATTERIES PLUS ASKED MINDWORKS TO IMPROVE KEY METRICS ACROSS THE BRANDS’S WEBSITE, FROM CX THROUGH TO DATA AND TECHNOLOGY. 

Batteries Plus is an American speciality retail chain that sells rechargeable batteries. They are one of the United States largest and fastest growing battery suppliers and sell to millions of consumers each year. The brand sells rechargeable batteries of varying size and voltage for cars, boats, cameras and various household items. They have 700+ stores throughout the US, as well as an eCommerce site.

Given the importance of making a start and seeing instant improvement, plus making sure we have a goal in place for Batteries Plus e-commerce, we set up two parallel work streams:

1. Workstream 1: completing an audit that feeds into a backlog of quick fixes
2. Workstream 2: setting a direction of travel for e-commerce in Batteries Plus

In the first work stream we established a foundational understanding of their current state, from which we were able to build out a backlog of quick wins to launch quickly and gain insights which will inform future features.

The second work stream involved defining the positioning and direction of travel for Batteries Plus. This included defining the audience mind states, behavioural nudges upon which we create hypotheses and a test and learn framework to support the launch of new features and ongoing measurement/learnings.

Following extensive interviews across the business, we defined a simple, but effective direction of travel: We want more people to buy more products/services more often and feel good about it.

One of the key ways we wanted to achieve this was to take the best that face to face interactions have to offer and infuse it into digital channels. We also wanted to use digital to enrich in-store visits. Through a seamless and valuable blend of immersive in-store and digital interactions, customers will find personal guidance, products and experiences that will keep them powered.

It was key that once we had defined the direction of travel and strategy for Batteries Plus, that we built an actionable plan for implementation. We wanted to organise them internally around Engagement, Acquisition and Growth to connect strategy to activation.

There were 4 areas where we needed to make change within the organisation:

• Build: What changes do we need to make to our platforms to best serve consumers needs
• Content: How does our content need to change or what do we need to create, to deliver an enhanced digital experience
• Data: What do we need to know to create or optimise opportunities and how do we make sure we capture and obtain insights
• Comms/Planning: How can we approach who we target and when & where we show up to create maximum impact

We then defined a clear chaptered roadmap around key services such as Device Repair Service and Auto service and set up a ‘shaping’ team to work on implementation. Made up of a cross functional team of a Business Analyst, Behavioural Specialist, User Experience Designer and UI Designer, the shaping workstream worked to defined mind state driven landing pages for these services that integrated behavioural nudges to help improve the online experience.

As part of the roadmap to transform BP’s e-Commerce website, Auto was identified as the highest priority category to focus on for the “Win the Winter” campaign. Hence, the strategy for Auto needs to be developed and a Foundation must be shaped, ready for BP’s technical teams to implement. Other areas included: Device Repair, Substitutions and CheckOut.
The above shaping workstreams consisted of a cross functional team of a Business Analyst, User Experience Designer and UI Designer. This team worked together with Batteries Plus to conduct detailed analyses of each service page, create wireframes, designs and engage with the BP tech team to check for feasibility etc.