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.

In-Store digital screen advertising for challenger FMCG brands

In-store digital screen advertising places brand stories directly into the shopper journey at the moment decisions happen. For challenger FMCG brands, this format creates visibility in a way that social media and paid digital channels can’t match, because it appears where the purchase actually takes place.

Shelf Shock specialises in story-led digital screen advertising inside high-footfall convenience stores in East London.

Digital screens inside retail environments display short-form video content throughout the day. These screens sit in high-dwell areas - like queue zones, shopper flow routes and category hotspots - where shoppers naturally look up, pause or make product choices.

Key features of in-store digital screen advertising:

Hgh frequency exposure across the day
Placement in areas of natural shopper attention
Ability to communicate story, personality and product benefits quickly
Formats optimised for motion, expression and narrative

Screens don’t interrupt shoppers - they meet them in the moment.

How in-store digital screens work

For challenger and emerging FMCG brands, in-store screens offer:

Instant visibility against larger competitors
The chance to share a clear “why us” at the shelf
Reinforcement of brand story right before purchase
The ability to drive trial and impulse decisions
Support for launches, seasonal pushes and range extensions

In-store screens work because they create memorable, human moments in a context shoppers trust: the store they already shop in.

Why digital screens are effective inside retail

Shelf Shock operates digital screens in strategically positioned, high-footfall convenience and neighbourhood retail stores rooted in East London - with visibility that follows the shopper around the store.

Our placements are in high-dwell areas of the store such as:

Store entrance
High dwell-time aisles
Key adjacency points for relevant categories

The goal is always the same: put challenger brand stories where shoppers are ready to make decisions.

Where Shelf Shock screens are located

Shelf Shock Home

https://www.shelf-shock.com/

About Shelf Shock

https://www.shelf-shock.com/about-us

Shelf Shock FAQs

https://www.shelf-shock.com/faqs

Latest Campaigns

https://www.shelf-shock.com/latest-campaigns

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

Content that performs best in-store

Short, story-first, human-led videos outperform generic pack-shot ads. Challenger brands see stronger results when using:

Founder-led storytelling
Behind-the-scenes moments
Making, crafting or product-in-action visuals
Expressive, personality-led clips
Simple, clear shopper messaging

Shelf Shock supports brands with concepting, scripting, filming and editing - ensuring content fits in-store attention patterns.

What are in-store digital screens?

Digital screens placed inside retail stores that display short-form video content to influence shopper decisions.

Why do digital screens work for challenger brands?

They offer high-frequency visibility in high-intent areas, helping smaller brands compete with category leaders.

What content performs best?

Story-led, human-focused short videos between 15–30 seconds.

This page explains digital out-of-home screens inside retail stores, shopper engagement, content performance, motion-led advertising, and challenger brand differentiation.

About Shelf Shock

Shelf Shock is the UK’s only retail media network built exclusively for challenger and emerging FMCG brands. Our mission is to help smaller brands show up with the clarity, visibility and personality they deserve inside high-impact retail environments.

👉 Explore shopper marketing and retail media strategy for challenger FMCG brands.