CASE STUDY
Batteries Plus Increases Awareness in 300+ Markets with Morning Consult
How the franchise leader used localized consumer intelligence to sharpen growth strategies.
The Customer
Batteries Plus is the nation’s largest and fastest-growing battery, light bulb, key fob, and phone repair franchise, with hundreds of locations nationwide.
The Challenge
The company needed to support hundreds of local markets, each with unique consumer dynamics, while continuing to scale nationally. Traditional brand trackers were too static and high-level to guide local franchisees or fuel forward-looking growth strategies.
The Result
With Morning Consult Intelligence — the always-on consumer signal platform — Batteries Plus shifted from static measurement to continuous, localized insights. The brand sharpened its marketing, pricing, and expansion strategies, unlocking measurable gains in visibility and market performance.
“Morning Consult has been a game changer for decision making across marketing, pricing and new business development. Their intelligence platform has allowed us to customize data in real time, producing actionable business decisions that deliver results.”
Smarter Marketing Investments
Batteries Plus shifted from one-size-fits-all brand tracking to real-time, localized intelligence, creating more than 300 DMA-level (Designated Market Area) dashboards to monitor awareness and align marketing spend with market needs.
The impact: A decisive five-point increase in national brand awareness, translating to stronger franchise support, improved marketing efficiency, and greater consumer visibility in competitive markets.
“From a marketing standpoint, we’ve been able to take a standard brand health deliverable and dissect it into smaller parts. We built 300+ individual DMA [Designated Market Area] dashboards to monitor awareness more locally and align our budget and plans to better support struggling markets.”
Data-Driven Pricing Models
Beyond marketing, Batteries Plus also infused brand health data from Morning Consult Intelligence directly into its regional pricing strategies. The result is a smarter local pricing model that blends standard inputs with real-time brand health metrics.
“Local brand health metrics have been used to inform regional and variable-based pricing strategies. Rather than exclusively using standard inputs like income, we can now infuse brand favorability, awareness, [and other brand health indicators] into our pricing models at a very local level.”
Strategic Market Expansion
As the franchise grows, Batteries Plus leverages local brand health insights to evaluate where and how to expand. Always-on data enables the team to prioritize store openings, determine the right level of corporate support, and enter new markets in Texas, Georgia, Florida and Ohio with confidence.
Batteries Plus market prioritization for new store openings
The Bottom Line: A Business Critical Investment
For Batteries Plus, Morning Consult has become more than a research tool — it’s a business-critical investment and a trusted growth partner. With always-on consumer intelligence, the brand has shifted from static, backward-looking measurement to continuous, actionable signals that drive smarter decisions across marketing, pricing, and expansion.
“Morning Consult is a business-critical investment for us, and our day-to-day team has been amazing, even offering hands-on support in times of need when critical business decisions are on the table.”
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