A multi-faceted approach to charitable work puts Batteries Expert at the forefront of its customers’ minds—and hearts
By Gina Makkar
Canadians value corporate giving. In fact, 70 per cent of consumers are more likely to purchase from companies that give back, according to a report by The Upside Foundation of Canada. Not only does charitable giving help drive economic growth, but it also has an impact on local communities, and when businesses give back, their work truly becomes meaningful.
That’s where Batteries Expert comes in. Every act of generosity counts, and Batteries Expert supports initiatives that will influence long-term, sustainable, impactful change.
The franchise concept, a one-stop shop for portable and alternative energy solutions, is owned by Quebec-based company TCED INTL Inc. (Trans-Canada Energies Distribution). Since its inception in 1964 by Robert Rozon, when it was named Rozon Batteries, TCED INTL Inc. has evolved to own Batteries Expert under the current leadership of CEO Élise Rozon and her brother Joël, who are the third generation of Rozons at the helm of the ship.
Social responsibility has always been an integral part of the Batteries Expert DNA. “In the corporate world, it’s important to get involved in causes we believe in,” says Élise. “And it’s for this very reason that we decided to work in partnership with two not-for-profit organizations: the Leski Foundation and the CNCB-Bolt Club.”
Finding worthwhile, synergetic causes
With a mission to bolster health and well-being in the lives of children, Batteries Expert partnered with the Centre National de Cyclisme de Bromont (CNCB) in 2019 to create a new cycling club: the CNBC-Bolt Club. The club offers several disciplines of cycling, from mountain
biking and road cycling to BMX and para cycling. “The CNCB-Bolt Club is an amazing opportunity for young cyclists, allowing them to evolve safely, have fun, and learn new skills,” says Élise. As the club’s main partner, Batteries Expert helps fund the initiative by contributing an annual sum to help promote youth cycling at CNCB. They take part in club activities and collaborate in publicizing initiatives. A portion of the funds allocated are used to help shine a light on the cause with jerseys, buses, recognition activities, and more.
“The CNCB-Bolt Club made me realize that you can save children by donating, but you can also save yourself by getting involved,” notes Élise.
The Leski Foundation, another of the franchise’s charitable partners, supports victims of criminal acts and individuals living with mental health disorders and autism by providing support animals to enhance daily life and foster independence. To support the initiative, posters are placed at local Batteries Expert branches to increase awareness, and a link on the billing and payment system allows customers to donate funds directly at the time of purchase. To increase visibility, all of Batteries Expert’s charitable profiles are also highlighted on the website and via various social media channels. In addition, the brand also works with the Fondation des Sports Adaptés (Adaptive Sports Foundation) and sponsors one of their annual campaigns.
Élise says franchisees are proud of the company’s involvement with youth and sports, and are enthusiastic about seeing the brand spread across Quebec and Canada. “We held our annual conference at the CNCB with all our franchisees and partners,” she says. “There was a lot of enthusiasm when they saw the impact we’re having. Some of our franchisees even take part in some of the
club’s activities.”
Going forward, the brand is committed to its continued support of sports in Quebec through the chosen initiatives that are close to its heart.
Altruism as a company value
Franchisees can also foster their own chosen charitable initiatives, like recent incumbent Stéphane Tessier from Saint-Hyacinthe, Quebec. A seasoned entrepreneur, Tessier was in search of a new opportunity when he came on board as a Batteries Expert franchisee, and he soon discovered that the brand boasts a wealth of offerings. For one, the parent distributor, TCED, has been present in the market since 1964. Over time, they have cultivated a well-defined, ready-to-implement success formula and a network of support with more than 63 franchisees. With over 60 years of expertise in operations and customer service and a commitment to energy transition and a more sustainable future, joining Batteries Expert is more than acquiring a simple battery store.
“There’s a nice aura around the brand and the marketing campaign,” explains Tessier. “It’s very catchy and very light. Very well done. When I looked at the products and solutions like solar power systems and greener energy, that was something that spoke to me, to see the innovation channeled into their offerings.”
Tessier says one of the features that attracted him to Batteries Expert was the franchisee’s ability to diversify and get creative when offering solutions to customers. “I can personalize my offerings locally and have the flexibility to bring in products that cater to our specific needs. Letting us be creative and personalize the business within a franchise system was major for me. It’s about being heard, which is important. It’s the key difference in having a simple business operator in place versus an entrepreneur.”
Tessier opened the doors in March 2023 and spent the latter part of the year learning the ropes and cultivating his team. He says the company’s support of the Leski Foundation and the CNCB-Bolt Club reflects the company culture that resonates with him. “I’ve been an entrepreneur for many years, and it’s a part of my aim to give back to the community,” he explains.
Empowering franchisees to support local
Though he has yet to entrench himself in the company’s initiatives, Tessier continues to foster his own long-standing community endeavours, weaving them into the company’s philanthropic fabric. His band Rock N Time, founded 11 years ago and composed of regional businesspeople, hosts an annual benefit concert to raise money for local charities. “It’s a huge success,” he says. “We have done eight official shows and are working on the ninth. As of now, we have collected close to half a million dollars for local organizations.”
In the small community of Saint-Hyacinthe, where the population is approximately 60,000, it’s known as the main event, where attendees can give to charity and enjoy an evening out. “It’s a win-win, and it’s a feel-good evening,” says Tessier.
In a fun twist, companies can choose to sponsor individual songs, allowing them to increase brand visibility while giving back to the community. “In French, the real name for a drum is battery, so I sponsored the drum solo with Batteries Expert,” Tessier says, adding that supporting local initiatives not only elevates brand awareness, but it also has a stronger, more direct impact.
Tessier’s social engagement continues to increase as he becomes known in the community. This past December, he donated to La Fondation 24h Tremblant (the 24h Tremblant Foundation), an initiative that funds medical and social organizations that support children with a variety of needs. “They raised over $6 million this year,” he reports. “It’s a huge event. It’s a big part of me as an entrepreneur to be giving back to the community. We are privileged, whether or not the business is going well, or the economy is slowing down. We’re privileged to be entrepreneurs and to be creating a culture of giving in our business.”
For Tessier, making strong, authentic connections in the local community reflects the quality of the service his business offers to customers. Whether it’s jump starting a car so that they can assist with a battery replacement, or sourcing a new, innovative product, he endeavours to ensure that every customer is satisfied with their experience. “Yes, it’s sales and it’s business, but what we do has to come from the heart. You can’t go wrong when you are operating from the heart.”
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