Well-designed sidekick displays, aka “power wings”, can be a tremendous asset in a retail campaign for products in a wide range of categories.
They’re flexible, cost-effective and occupy some of the best retail real estate to be found.
Sidekick 101
Best for lightweight products
Available as shelves, dump bins, end caps or hanging displays
Cost-effective
High-visibility locations include proximity to complementary products for cross-merchandising opportunities
Can be designed as prepacked shippers
Great for launching new product or when high-volume in-store inventory is needed
Retailers like them for their ability to maximize product count and drive impulse purchases within a relatively small footprint, as well as for their easy set-up and adaptability. Sidekicks can be designed to hold products in a gravity-fed dump bin, from hooks, shelves, or a combination of both, on the floor, on-shelf, or as end caps.
Brands like them for their high-visibility locations, cost-effectiveness, and the generous amount of panel space available for product marketing and brand storytelling.
But like any retail display, sidekick displays are only as good as they are designed to be. The best results are backed by diligent planning and design and a solid understanding of retailer guidelines and shopper behavior.
Here are some best practices for high-performing sidekick displays that can help you make the most of your retail opportunity.
5 Best Practices for Sidekick/Power Wing Displays that Buyers & Customers Will Love
1. Do Your Homework:
The most important factor in any retail campaign is having a thorough understanding of the retailer’s requirements and a solid plan that aligns with them. From dimensions, weight, material type, strength and durability to details like color and type size, retailers expect you to follow their rules.
2. Incorporate Flexibility and Ease of Set-up:
Take advantage of the adaptability of sidekick displays to design a display that can also double as a pre-packed shipper to reduce set-up time. You can also design in features that allow for an easy switch from shelves to a hanging display to give retailers flexibility.
3. Think Strategically about Product Count:
Sidekick design options can make it easy to maximize product count, but the ideal number of units isn’t always the maximum. Keep sell-through goals and shopper behavior in mind as well
4. Take Advantage of Your Marketing Opportunity:
Sidekick displays provide great visibility for promoting your brand or introducing a new product.
5. Don’t Take Shortcuts on Testing:
Make sure your display will hold up under the rigors of transportation and customer handling.
6. Partner with a Retail Display Expert:
Experienced help can make a big difference, especially when you are transitioning from e-commerce to the retail floor or from one retail outlet to another.
How TPH Global Solutions Can Help
With decades of experience creating custom retail packaging and displays for a wide array of brands, the TPH team can help you navigate the often challenging path to retail success.
Whether you have an opportunity with a club store, grocery store or specialty retailer, we can provide everything from pitch support to project support and supply chain optimization to ensure the best results for your campaign.
To learn more about how we make it easy to create high-performing displays for innovative, brand-boosting retail campaigns that drive repeat success, speak with a member of our team.
