1. Overview
Panasonic Energy, a global leader in battery solutions, needed a unified e-Business strategy across 14+ European countries. My role was to strengthen eCommerce, distribution, and business development while also supporting the launch and growth of key product lines such as Eneloop and Evolta.
- Client: Panasonic Energy
- Industry: Retail & Industry
- Services: eCommerce, Dirtibution, Product developpment
- Timing : 2017 – 2020
2. Challenge
The European battery market faced several hurdles:
Need to coordinate between Japanese HQ and European distributors while ensuring brand consistency across markets
Fragmented distribution policies and inconsistent pricing strategies
Growing pressure from low-cost competitors and unfair distributor practices
Rising consumer expectations around sustainability and online availability
3. Solution
Eneloop: Supported the push for new reusable packaging and developed strategies to highlight the brand’s environmental impact across Europe
Evolta: Led the online sales push across Amazon EU5 (DE, IT, UK, FR, ES) to establish strong visibility and sales growth
Acted as the main point of contact between Japan and Europe, ensuring product strategy alignment
Managed extensive travel (≈ 51 days/year) to build relationships with Amazon teams and distributors
Executed a complete pricing overhaul of battery chargers across Europe, restoring healthy margins
Enforced fair distribution practices by restructuring partnerships and cutting distributors who bypassed official channels
4. Results
Built a cohesive European eCommerce strategy across 14+ countries
Successfully positioned Eneloop as an eco-friendly, reusable battery brand with improved market acceptance
Drove Eneloop growth on Amazon EU5, significantly boosting online market share
Restored profitability through a Europe-wide pricing strategy for chargers
Protected brand value by reducing unfair distributors, stabilizing market pricing and volumes
Strengthened collaboration between Japan HQ and European markets, enabling faster decision-making and consistent execution
