CVS Pharmacy Battery End Cap (2013)

In 2013, CVS Pharmacy engaged Mechtronics to redesign the 2006 endcap to accommodate updated inventory requirements and an evolving store aesthetic.

  • Objective
    • Provide an innovative design to fit with CVS’ updated store format, improve category navigation and battery education, reduce product inventory while increasing battery sales.
  • Design Research & Strategy
    • A curved, “continuous wall” design that was proposed to improve navigation and encourage consumer interaction within the battery category. This new format allowed for better organization and a reduction in inventory. To appease CVS Pharmacy’s requirement for an unbranded endcap, the copper color hood and black shelving created a subtle reference to the product category.
  • Shopper Engagement
    • The “continuous wall” provides the consumer with a seamless presentation of product for easier navigation. Color-coded signs distinguished key battery sub-segments (i.e. red for alkaline, green for rechargeable batteries, etc.). Navigation strips enabled shoppers to quickly find best-selling batteries (AA, AAA, 9V, C and D). To facilitate product selection of the complex coin-button batteries, which are manufactured by multiple suppliers under different product codes, a simple conversion chart is provided.