This product brings the credibility of an 'entertainment' tool to the workplace, giving the Radio/Charger a human touch in an otherwise rough environment
Gad Shaanan, IDSA, president, Gad Shaanan Design, Inc.
sponsored by
IDSA/BusinessWeek
IDEA Awards
Winner 2004
Catalyst Award
DeWalt Worksite Radio/Charger
Credit: Altitude, Inc and Black & Decker, Inc
Client: Black & Decker, Inc
The DeWalt Worksite Radio/Charger truly exemplifies the power of design by incorporating a must-have product (a battery charger) into a desirable product (a radio) giving customers "permission" to purchase the product.
Wrapped in a roll cage that shouts strength, this rugged boom box can withstand abusive treatment and harsh weather. Oversized control knobs are easily visible and accessible to a gloved hand and perforated steel protects speakers.
The Worksite Radio/Charger created a new product category for DeWalt while maintaining price point and sales volume in the cordless tool marketplace. Even though the typically product cycle in the cordless arena is two years, the cycle for the Radio/Charger, so far, has been 2.5 times longer, lasting over five years.
In addition, revenues from the Worksite Radio/Charger have increased the revenues of the system expansion category over 2.5 times, making up 60 percent of the revenues of the system expansion category, and have turned the category from a minor role with only one percent of the overall product revenues to 3.5 percent of the cordless division revenues.
The DeWalt Worksite Radio/Charger was a 2000 Silver IDEA winner in the Consumer Products category.