As part of a broader effort to revamp digital experiences, Batteries Plus have brought in Aaron Bundschuh as its chief digital officer. In this new role, Bundschuh will be responsible for overseeing the digital transformation of e-commerce operations for both retail and commercial customers.
Bundschuh has over 20 years experience in the digital space, including key leadership roles in the marketing and ecommerce division of The Goodyear Tire & Rubber Company. Bundschuh’s appointment is part of the company’s aim to differentiate itself and remain competitive amidst the ever-changing demands of customers today. Data will form a large part of this initiative, and the company plans to overhaul the ways in which they gather, aggregate and use these insights going forwards.
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The Batteries Plus digital transformation plan also hopes to provide a more personalized user journey, with Bundschuh explaining that, “a user that visits our website to purchase a car battery should have a different experience than a user looking for device repair,” adding that Batteries Plus must continue to provide high-quality, frictionless buyer journeys. “Moving forward, we want the site to be a competitive advantage for us, not just a place to transact products,” he added.
Outlining their plans further, Batteries Plus’ chief marketing & merchandising officer Derek Detenber said that, “in addition to building out the team with new capabilities, we will be looking to leverage the power of our agency and platform partners. We want a team that is data-led, highly curious, and motivated to deliver strong results in our digital media and on our ecommerce platforms. I am excited to be part of this journey, and really excited to have a like-minded leader like Aaron to lead the efforts.”
Digital Sales Hitting Record Levels
Batteries Plus’ strategic reinvention of its e-commerce operations comes at a time of ever-amplifying activity for digital sales. This Black Friday, U.S. online retail spending topped a record $9.12 billion, compared to $8.92 billion in 2021 and up from $9.03 billion in 2020, according to Adobe Analytics.
According to Salesforce data, phygital services such as Buy Online Pick Up In Store (BOPIS) also trended 20% higher on Black Friday compared to all other shopping days this holiday season.