Glossary A–ZLetter S
Shelf media
Shelf media is the umbrella term for advertising and information media directly on the shelf, from printed shelf talkers to small screens on the shelf edge.
The digital form shows notices or advertising exactly where the goods are.
Digital shelf media include narrow screen strips on the shelf edge, small screens between products or electronic shelf labels with additional content. They show offers, new products, ratings or notes such as “local”. Manufacturers book such spaces as part of retail media in order to reach customers just before they decide.
At the shelf, the quick glance is what counts. Content must be understood within a second; motion attracts attention but can also be distracting. Too many lit surfaces side by side cancel each other out. Advertising on the shelf must not cover prices or mandatory information. Power and data supply on the shelf should be clarified early in the planning.