Duracell Redesigns Battery Shopping Experience at Walmart
The rollout of a new battery center in all Walmart stores is nearly complete, thanks to the work of Duracell.
The brand manufacturer has developed a permanent display with shelving and compartments to hold more battery SKUs than a typical battery display.
The display design increases the speed of navigating the category by 23%, which improves overall shopper satisfaction, said Brandon Barr, general manager, retail innovation, Duracell North America.
Known internally as the Lighthouse, Duracell's initiative to change the way batteries are merchandised, packaged and shopped marks the first significant advancement since the product category's inception.
"Our vision is to evolve the battery category into a beacon of efficiency, moving away from its current perception as a challenging area to stock and shop for," Barr told P2PI. "This approach has engaged retailers, directly addressing their core metrics of shopper closure, improved cost efficiencies and stronger sustainability practices."
The Display
Installation of the display at Walmart stores nationwide began earlier this year and is nearing completion, Barr told P2PI. The display is positioned upfront near checkout at the retailer.
All battery brands are arranged side-by-side in a vertical block on the display. This ensures the products shoppers buy the most are at eye level, making it faster and easier for shoppers to find their package.
"The shelves are arranged so shoppers can easily follow their decision tree of brand, variant, package size and price," Barr told P2PI.
The display includes expanded shelf space and on-site storage, reducing the amount of backroom space needed and restock frequency.
The comprehensive planning and meticulous attention to executional details for the display required significant advance work, Barr added.
A Sustainable Future
Also requiring lots of advance work was Duracell's paper-based product packaging. The packaging underwent rigorous testing with consumers before it reached its final form as seen on the display, Barr told P2PI.
The U.S.-assembled paper packaging is set to reduce Duracell's plastic use by up to 100% (depending on battery size and type) compared to the traditional plastic packaging found on other store shelves, according to a press release from the brand.
At Walmart, the overall packaging material will be reduced by approximately 855,000 pounds per year, while also eliminating more than 170 metric tons of carbon dioxide from landfills annually, according to the press release.
The change in packaging also will result in about 2,700 fewer pallets required for storage and transportation, Duracell COO Roberto Mendez said in a video (below) released by the company this spring.
Walmart is just the beginning, Barr said.
"Duracell is actively working with many other retailers to bring the new Duracell display to more locations and retailers soon," Barr told P2PI.
"We are excited to simplify the battery shopping experience for our customers," said Tyler Lehr, SVP, general merchandising manager, chilled beverage and convenience, at Walmart in the press release. "Furthermore, the removal of plastic from the packaging is aligned with our mission as we continue on our path to becoming a regenerative company. Working closely with suppliers like Duracell on this project has been a step change in how we can drive excellence, deliver quality products to consumers and enhance the shopping experience together."
