PowerZone by Lippincott & Margulies

Lippincott & Margulies in New York has completed the implementation of a branded concession for RadioShack’s line of battery products and accessories.

Called the PowerZone, the concession has now rolled out to all RadioShack’s 5000 stores. Work will begin on implementing the design to 1800 other stores.

The concept is intended to help the electronic parts and accessories chain capitalise on the growth in the battery market.

“We know from research that consumers purchase an average of 39 batteries a year,” says Leonard Roberts, president and chief executive of Tandy Corporation, of which RadioShack is a part.

Design features include the black and white band which identifies the offer and integrates the PowerZone look with existing RadioShack graphics.