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Batteries Plus names new digital head, plans e-commerce revamp

batteries Plus
Batteries Plus is bringing in a new executive to manage digital innovation.

Batteries Plus is bringing in a veteran technology executive to oversee a transformation of its e-commerce experience.

The specialty retailer of batteries, lights bulbs, key fobs and phone repair is hiring Aaron Bundschuh as chief digital officer. Bundschuh will focus on reshaping the digital and e-commerce experience for the company’s retail and commercial customers. He has over 20 years of experience in the digital space, leading e-commerce and digital marketing efforts for organizations such as The Goodyear Tire & Rubber Company, where he led the company’s e-commerce launch.

"A user that visits our website to purchase a car battery should have a different experience than a user looking for device repair," said Bundschuh. "To be relevant to digitally savvy consumers, we must continue to provide a high-end, personalized experience that reduces friction from the buying journey. Moving forward, we want the site to be a competitive advantage for us, not just a place to transact products."

Batteries Plus prioritizes digital

Batteries Plus is increasing its focus on the digital experience as part of its core operations. The retailer intends to obtain a deep understanding of consumer behavior and path to purchase, collecting data to enhance how it engages customers.

Batteries Plus recently launched a new web platform as part of a larger omnichannel rebranding initiative. The company's online store,, has been redesigned for easier navigation on a mobile device, among other improvements, in collaboration with platform partner Optimizely.

Now, Batteries Plus is focusing on e-commerce performance improvements, reviewing individual site categories, and is planning to optimize its online shopping experience while creating omnichannel consistency.

"In addition to building out the team with new capabilities, we will be looking to leverage the power of our agency and platform partners," said Derek Detenber, chief marketing & merchandising officer at Batteries Plus. "We want a team that is data-led, highly curious, and motivated to deliver strong results in our digital media and on our e-commerce platforms. 

"The future – and present – is digital,” said Detenber. “Batteries Plus has a new identity, and customers will come to expect best-in-class shopping experiences both on and offline. We are in the early innings of this process, which will strengthen and solidify our brand's presence allowing consumers better access to the products and services they need to power their lives."

Based in Hartland, Wis., Batteries Plus operates a network of more than 700 stores across the U.S. and is owned by Freeman Spogli, a private equity firm based in Los Angeles and New York City.

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