[ARCHIVE] Retail Battery Program Launched

In this era of consumer convenience, success means making your product available where and how consumers want to access it. That goal is behind the extension of the AAA battery into the retail market with long-time partner NAPA Auto Parts.

Following a six-month pilot of the retail concept in Atlanta, Denver, and Seattle, the program received governance approval for nationwide roll-out. NAPA is replacing the premium Legend product with the AAA battery. Pricing and warranty remain consistent with the mobile battery offer, including the member discount. AAA product will start appearing in NAPA stores early in the first quarter of 2022, with the expectation that all of the NAPA Legend product will be replaced with AAA-branded product by the end of March 2022.

In addition to store inventory, NAPA will also supply the AAA battery to Approved Auto Repair providers. Mobile battery suppliers Club Assist and Interstate will continue to stock club-owned repair shops. Negotiations are wrapping up on a warranty adjudication process between the three suppliers to ensure a seamless member experience.

A resource kit will be distributed by year end to help clubs share this news with repair providers. Marketing materials will be timed to coincide with the completed inventory change-over.

Combined with the mobile service and AAA’s repair providers, the NAPA network of 6,000 stores exponentially expands the opportunity to introduce consumers to the AAA battery. The potential is great: Sales from the three pilot markets have exceeded 56,000 batteries since the test started in September 2020, with no negative impact to the mobile program.

For more information: Todd Milner, 407-444-7845 or Bob Huffman, 321-246-1923