Eric Tobias, Technuity's vice president of mar-keting, also explained, "Eighty percent of all consumers return to the device's POP for the battery. This is a very important statistic for retailers who are not carrying a full line of rechargeable batteries. Product placement is critical, because 30 to 40 percent of all sales are attachment. If the product is not near the device, retailers are missing those sales."
Tobias said that, overall, "The rechargeable battery market is very strong and is growing consistently. These markets continue to grow as consumer demand for portable power grows. The devices continue to require more power, which often means a battery pack as opposed to traditional alkaline batteries. We see this trend continuing."
Even so, he explained, "The categories move so quickly, with new devices that require new batteries emerging all of the time. In ad-dition, batteries are very SKU-intensive. It would be impossible for a retailer to carry all of these SKUs, so product management becomes very important."