What is retail media and why does it matter?

Retail media is advertising that appears inside a store - on digital screens, shelf talkers and other shopper touchpoints. It reaches people at the moment they decide what to buy, not days before on social. Shelf Shock uses digital in-store screens to help challenger brands increase visibility and connect with shoppers in high-intent moments.

How is Shelf Shock different from other retail media networks?

Most retail media networks focus on big brands and short, generic ads. Shelf Shock is built for challenger brands that need more than a 10-second pack shot. We use longer-form video and optional audio to help brands share their story, show personality and create memorable, human connections in-store.

What types of brands do you work with?

We work with challenger, emerging and local legend FMCG brands - the ones with heart, personality and a story to tell. If you want to grow visibility, encourage trial and stand out on-shelf, Shelf Shock is designed for you.

What kind of content works best on your screens?

Short, story-led videos (20-30 seconds) work best. Think 'Insta Reels for retail': how it’s made, who’s behind it, what makes it different and why shoppers should care. Content that feels human and expressive consistently outperforms pack shots.

How does Shelf Shock work?

Brands book campaign cycles. Their video content appears on digital screens throughout the day, giving repeated exposure at high-intent moments. Campaigns run in fixed cycles, and brands can book one cycle or multiple depending on goals and seasonality.

Where are your screens located?

Shelf Shock screens are positioned inside high-footfall retail environments. Locations are chosen to reach shoppers in high-dwell areas when they are browsing, queuing or deciding between products.

Can Shelf Shock help create my video?

Absolutely. We can support concepting, scripting, filming and editing - especially for founder-led or story-rich brands. If you’ve never created video before, we’ll guide the process and make sure the final creative is optimised for in-store screens.

What do I need to supply to get started?

Most brands supply a short-form video that meets our technical specs. If you don’t have creative, we can help produce it. We’ll also guide you on messaging, storytelling and what content performs best.

How do I book a campaign?

Easy peasy - fill out the form here or email us at hello@shelf-shock.com. Tell us a little about your brand and goals, and we’ll help build a campaign plan that fits your objectives, budget and timeline.

Shelf Shock | UK challenger brand retail media network

A stylized orange and green lightning bolt illustration.

Digital in-store screens for FMCG challenger brands

The UK’s only retail media network dedicated exclusively to challenger FMCG brands

Shelf Shock is the UK’s only retail media network built exclusively for challenger FMCG brands. We help founders bring their story to life on in-store screens at the exact moment shoppers decide what to buy.

Shoppers see thousands of brand messages in-store every day.

But the ones that stick are those with a story.

Shelf Shock gives UK challenger FMCG brands a platform to bring their stories to life on–screen and in–store in East London convenience retail - right where shoppers decide.

Fun fact: Shelf Shock is the UK’s only retail media network dedicated exclusively to challenger and emerging FMCG brands*

See how
we do it

As seen in The Grocer

Shelf Shock was recently featured in The Grocer - the UK’s leading FMCG publication - for redefining in-store retail media and championing challenger and local hero brands through our partnership with Eat17.

Multiple digital screens display news headlines and images about Eat17 partnering with retail media company Shelf Shock to promote local and challenger brands in stores.

Retail Media for Challenger Brands https://www.shelf-shock.com/retail-media-for-challenger-brands

In-store Digital Screen Advertising https://www.shelf-shock.com/in-store-digital-screen-advertising

FMCG Shopper Marketing Basics https://www.shelf-shock.com/fmcg-shopper-marketing-basics

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Learn more about retail media for challenger brands, in-store digital screen advertising, and FMCG shopper marketing

*Confidently claimed after extensive Googling