Rite Aid Next Generation Battery Center. Rite Aid looks to Duracell to bring innovation to the Battery Category. Duracell retained their innovative curved end cap design and added a new element to in-store Battery Merchandising: Lighting! Like many Cosmetic and Beauty Care fixtures, the Next Generation Rite Aid Battery Center showcased lighted Header Signage and lighted Shelving for virtually all battery peghooks. This was a first for not only the Battery Category, but also for the Rite Aid Household Needs department. Created for Duracell by New Dimensions Research Corp., 260 Spagnoi Rd., Melville, NY 11747; www.ndrc.com.