Planoplan for Procell Intense and Coast at Technische Unie

Background

In 2025, Elfa Elementenfabriek, together with Technische Unie (TU), took an important step in optimizing product presentation in all 37 Service Centres (SCs). Where the range previously consisted of Procell Constant batteries and a limited range of lighting, a renewed planogram was chosen with Procell Intense batteries and a strong, distinctive range of Coast head and hand lights.

This project shows how close cooperation, in-depth product range knowledge and flexibility lead to a better customer experience and increased sales potential.

What was the challenge of this project?

Technische Unie set a tight deadline: a fully detailed planographic proposal had to be available by the third week of January at the latest. The actual conversion of all Service Centres was scheduled for the first week of February.

Within this short lead time, there were several challenges:

• Very limited time: just a few days to develop complete range and shelf plans.
• Limited shelf space: battery and lighting ranges had to fit within existing meters.
• Strict selection criteria: focus on turnover rate, relevance to the TU customer's work bus, price and specification diversification and product availability.

- Batteries: Procell Intense as new standard

Elfa developed a well-organized and balanced battery shelf consisting of 10 SKUs, with Procell Intense (red label) as its core range. This completely phased out Procell Constant (grey label).

The choice for Procell Intense was widely supported because of:

• higher turnover rate;
• clear positioning towards the end user;
• better connection to professional use

- Lighting: Coast as a distinctive impulse range

For lighting, Elfa put together a planogram with 20 SKUs, consisting of Coast head, hand and work lights, supplemented with Petzl and Maglite.

The focus was on:

• entry-level models for impulse sales
• premium models with distinctive features such as USB-C charging, battery indicators, magnetic attachment and helmet compatibility

Although Coast was not initially included by TU Formula Management, after several substantive discussions, Elfa was still able to create space for a 1-meter Coast shelf in all Service Centres. The range included the models: FL14, FL13R, FLX40R, G19, HP7XDL, HX5, G32, Slayer and XP9R.

Implementation of the planogram

The successful rollout was the result of an intensive and pragmatic collaboration:

• Daily reconciliation: short lines of communication between Elfa and TU to make quick decisions.
• Flexibility: delivery of samples, alternative shelf layouts and Elfa's willingness to set up the shelves itself.
• Clear documentation: clear product range plans in Excel, including TU article numbers, color-coded categories and comprehensive product information (specifications and images).

Measurable project results

• Procell Intense successfully implemented in all 37 Service Centers.
• Coast is visibly positioned within both the impulse and premium segments.
• A balanced and practical planogram, tailored to the daily needs of the TU customer.
• Enhanced cooperation between Elfa and Technische Unie, characterized by speed, flexibility and focus on customer value.

Conclusion

The implementation of Procell Intense and Coast at Technische Unie shows how Elfa can achieve a strategic range renewal under high time pressure. Through expertise, proactive communication and a pragmatic approach, a future-proof planogram has been created that adds value for both Technische Unie and its customers.

This project is a best practice for successful shelf optimization and product positioning within technical wholesalers.