There’s so much opportunity here.”ĭetenber isn’t the retailer’s only recent hire as CEO Scott Williams, who took the helm in 2019, works to transform the business. Put all those things together and I’m just very excited about the potential. Then we also have a component and we have a big commercial side of the business. So we have a little bit of an Amazon moat, which is difficult for many retailers. “Yes, Amazon competes in certain categories that we compete in, but there are things we do that are difficult for Amazon to do, like shipping auto batteries, for example, or things with a service component. “ Going forward there are only going to be more things needing batteries, not less - electric vehicles, solar and renewable energy, all of these things require batteries,” said Detenber in an interview with Retail TouchPoints. At the same time, many other retailers do some of the things Batteries Plus does, so depending on the category, the company finds itself competing with everyone from Amazon and Walmart to AutoZone and UBreakIFix. In a sense Batteries Plus’ biggest challenge is the fact that is has no direct competitor - no other retailer does all the things Batteries Plus does, so its value proposition is somewhat opaque to consumers who have nothing to compare it to. The company rebranded as Batteries Plus Bulbs in 2012 in an attempt to expand its appeal but then reverted back to just Batteries Plus in 2021 (although it does still sell light bulbs). Over the last decade or so, Batteries Plus has struggled to find its place in the world of digital retail, even as consumers have become ever more reliant on battery-powered devices. Photo credit: Batteries Plusīut that same wave of electronic innovation that gave rise to Batteries Plus also put a drain on the retailer’s business as ecommerce began to take hold.
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