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.

Storytelling at shelf: shopper marketing tactics for emerging FMCG brands

Shopper MarketingContent StrategyFMCG Brands

28 May

Written By Phil Collins

What is shopper marketing via storytelling on shelf?

It's using short, emotional videos on in-store digital screens to turn passive browsing into brand love for emerging FMCG challengers, especially in convenience where decisions happen in seconds. Shelf Shock excels here, beaming founder stories and origin tales above shelves to boost trial and purchase rates.

Why does storytelling work for challenger brands?

Shoppers crave connection - bland packaging can maybe hold it’s own, but a 20-second clip of a craft gin's garage beginnings creates instant engagement and future loyalty. People buy from people, so adding that human connection increases your chances a zillion-fold. In tight convenience spaces, screens act as virtual billboards and reinforce your brand awareness.

Top Tactics for Shelf Storytelling:

Micro-narratives: "From east London markets to a fridge in Scarborough" for hot sauces
Hero's journey: Big brand problem > challenger solution
UGC from locals: Authentic clips outperform polished ads massively

shelf storytellingshopper marketing tacticsemerging FMCGin-store marketingchallenger brand storiesconvenience store adsfounder narratives

Phil Collins

Storytelling at shelf: shopper marketing tactics for emerging FMCG brands

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Borrowing from the giants: how challengers use Cadbury & Pepsi principles in convenience