Displays at Walgreens: Choose Energizer or Private Label

Tim Binder
Executive Editor
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Energizer Holdings and Walgreens went head-to-head for five weeks this winter as Energizer national-brand products were merchandised side by side with the retailer’s store brand.

Counter displays at checkout depicting Energizer’s iconic bunny and touting the Energizer product as “Our #1 Longest Lasting Max” stocked eight-packs of both brands’ AA and AAA batteries. The display communicated that the Energizer Max products were priced at $7.99 each from Jan. 27 through March 2, while the Walgreens products were “buy one, get one free.”

Additionally, floorstands stocked 16-pack SKUs from both brands, pricing the Energizer Max products as $12.99 each and again identifying the Walgreens items as “buy one, get one free.”

Meanwhile, a Feb. 17 circular feature positioned the competitors side by side, identifying the Energizer Max 16-packs as priced at $11.99 each and all Walgreens batteries as “buy one, get one free.”

Path to Purchase Institute members can view much more national brand vs. private label activity at Members also have access to more than 8,000 images and 800 articles of marketing and merchandising activity at Walgreens, along with a full Retailer Profile outlining the chain’s operations and strategies.