Walgreens Launches Groundbreaking Private Brand Wearable

\"WalgreensIllinois-based drugstore Walgreens has taken private brand to a whole new level with the introduction of a new “Well at\"Walgreens Walgreeens” wearable fitness monitor directly competing with the likes of Fitbit, Garmin and Jawbone. The retailer is attempting to become a one-stop shop not only for pharmaceuticals but also for lifestyle and preventative healthcare products and the Walgreens private brand portfolio is a lynchpin of the strategy.

The wristband debuted in November and is available online at a discount for $59.99. The Well at Walgreens Activity Tracker provides tracking of sleep, distances traversed and calories consumed, and multitasks by offering text and meeting notifications as well.

The tracker also syncs with the Walgreens Balance Rewards app, which awards participants points for logging weight, tracking blood pressure and glucose levels and other “healthy” activities. The app also works with other popular fitness devices such as those made by Fitbit and iHealth, and with other popular health apps.

The integration of Private Brand products with loyalty creates the ultimate synergy of lifestyle loyalty and the potential for the brand to truly become a part of customer’s lives and a partner in their wellness

This may be the most exciting Private Brand product development of 2015.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.