The recent OIA Conference and AGM marks one year since world leading rechargeable battery manufacturer GP Batteries launched its Recharge the Outdoors campaign. The campaign challenges both retailers and consumers to switch to eco-friendly rechargeable batteries and recycle single-use disposable batteries in a bid to reduce the 600 million batteries thrown away in the UK every year.
One year on and the campaign has proven to be a success. James Tuck, Marketing Manager for GP Batteries, comments: “We’re really pleased with how the campaign has been received! And it’s not only GP the battery brand that has been well-received by the outdoor industry, our other battery and rechargeable products including head torches, hand torches and powerbanks have also been readily embraced.
“The campaign has been particularly successful with independents who are able to make quick decisions and personal ones, such as wanting to reduce the amount of single-use products they sell. By switching from single use batteries to rechargeable they are realising great benefits for their own business, including positive PR generated by stocking products that lessen the impact on the environment.
“Switching also offers an opportunity to increase average order value by communicating the benefit of rechargeable when a customer buys a battery powered product. Educating consumers is key in converting them from single-use to rechargeable.
“Encouraging multiple retailers to make the switch from single-use to rechargeable is ongoing. While batteries may not be a core product range for larger outfits, the repeat sales of single-use batteries do add up.
“However, as consumers are increasingly buying products from brands that align with their own personal beliefs; calling for less plastic, less single-use products and for brands and retailers to be more environmentally conscious, we believe communicating the benefit of rechargeable technology and committing to only selling rechargeable batteries is an important move for an industry who’s customers love the environment.
“We have also had great feedback about the campaign’s strong visuals and key messaging at a time when the environmental impact of products and single-use products have started to be scrutinised by consumers. We are currently redesigning our packaging to stop using plastics altogether. Even though the plastic we currently use was the most environmentally-friendly and most recyclable available at the time we launched, we want consumers to be confident that when they buy a GP product they are being as environmentally-friendly as possible.
“It’s exciting to see how well the whole campaign and product portfolio has been adopted and a really positive outcome is that what started off as a small UK campaign in partnership with the OIA, has now spread globally; finding success in Sweden and also across Asia, as the growth in outdoor recreation in the Asian market continues to increase.
“And we’re not stopping there in our mission to be green. In the last year GP was awarded the Green Manufacturing Award – the first Chinese battery manufacturer to win this award. Additionally we are looking at working with global environmental charities to see if we can lessen the impact our company has on the planet; either through planting trees, ocean clean-up etc, so that when anyone buys any GP product, it will have a positive impact!”
Find out more about Recharge the Outdoors campaign here www.gpfootprint.com/en-gb/