Case Study: Walgreens achieves a 25% cross-purchase lift with Beiersdorf and Edgewell grooming solution

Walgreens - Customer Case Study

The customer, Walgreens, had a challenge in its personal care category. It wanted to provide a complete grooming solution for its shoppers, moving beyond individual product sales to a more holistic regimen. This led to a collaborative effort with the vendor, Consumer Goods Technology, which helped facilitate a partnership between Walgreens and two manufacturers, Beiersdorf and Edgewell.

The solution involved creating an exclusive in-store endcap promotion that combined products from Beiersdorf's Nivea line and Edgewell's Schick, Skintimate, and Edge brands under the "Fall for a Fresh Routine" theme. This activation, supported by out-of-store marketing and Walgreens' Balance Rewards loyalty program, was implemented by Consumer Goods Technology. The program exceeded its sales goal by 46% and increased cross-purchases between the brands by 25%, proving so successful that it was planned for a second year.

Walgreens

Rudy Kucera

Divisional Merchandise Manager