This retailer wants in on omnichannel action

If ever a retailer’s product assortment cried out for an omnichannel approach it would be the fast-growing Batteries Plus Bulbs chain where customers are drawn by an offering of 50,000 unique items.

The chain of 650 stores, with 50 more units in the works this year, recently introduced a new Web site with the goal of tightly integrating its digital and expanding physical presence.

The mobile responsive site is designed to reach customers wherever they are doing their online shopping—on a desktop computer, laptop, tablet or smartphone— and features improved system infrastructure such as enhanced search functionality, simplified navigation, geolocation technology and multiple purchasing options.

“With 80% of all product searches starting online, we understand that Omni-channel integration is the gateway to customer engagement and retention,” said Russ Reynolds, CEO of Batteries Plus Bulbs. “Our business is all about making complex things simple, and the new website enables both our retail and business account customers to easily shop for products however, whenever and wherever they want. As the retail industry evolves, so will our business so that we maintain our relevance in this competitive and constantly changing environment.”

The company believes its new e-commerce platform will allow retail and business account customers to shop online with greater access to a wide range of products from its growing inventory of over 50,000 battery and lighting solutions and related accessories.

Additionally, the enhanced website includes new features and functionalities such as product recommendations, and a more seamless search and navigation process that takes consumers directly to the nearest store and recommends the best product to purchase based on their specific needs. Many of the new features introduced are standard best-in-class omnichannel capabilities.

For example, store location, responsive design, improve inventory visibility, multiple fulfillment options and simplified checkout functionality put Batteries Plus Bulbs on equal footing with leading retailers.

“To adapt to evolving purchasing behavior, we are committed to making sure our dynamic in-store shopping experience is just as efficient online and that we communicate well in this space,” said Jayson Serrault, vice president of omnichannel marketing and analytics. “Our e-commerce platform is simple in design, very store-centric and product agnostic so that people understand who we are, the types of products we offer and why we are different from other retailers. We expect these improved omnichannel efforts to have a significant impact on our business and to create a stickiness among those customers who order from us online.”