Shelf Talk 2025 Proved It: In-Store Media Is About to Explode

Retail Media Network (RMN) drew strong industry attention last week with its inaugural Shelf Talk event at MYDIN, bringing renewed focus to the growing impact of in-store visibility. Over two days, FMCG marketers, trade teams, and category leaders engaged in focused discussions on the evolving dynamics of the in-store environment.

The event was inaugurated with an address by Kavita Krishnan, CEO of RMN, who highlighted the post-pandemic resurgence of in-store visibility and the shifts in shopper behaviour reshaping this space. She emphasised a clear shift: in-store visibility has moved from background presence to a decisive point of influence in the shopper journey.

The programme unpacked The Power of In-Store Media, RMN’s 2026 retail plans, and practical approaches for strengthening the last mile of conversion. A shopper insight segment by Lorraine Annette Capel reinforced the renewed relevance of this space, illustrating why in-store environments, once underestimated, are now regaining strategic attention among FMCG advertisers.

To extend tangible value to participants, RMN introduced exclusive in-store media packages at MYDIN with discounts of up to 90%, giving brands early access to impactful 2026 placements. Adding a touch of light-hearted anticipation, LED Gantry Ad Vouchers worth up to RM5,000 were discreetly placed under selected seats, creating a lively search and memorable reactions from the winners.

The discussions were strengthened by the presence of many leading FMCG groups, whose engagement contributed depth, perspective, and a collective commitment to elevating in-store excellence across Malaysia.

RMN extends its appreciation to Datuk Wira Ameer Ali Mydin, Managing Director of MYDIN, for his opening remarks, and to Hussain Ally, Head of Marketing, for providing valuable retailer insights. Special acknowledgement also goes to Gurubaran Ballalie for his coordination and partnership, which were instrumental in delivering a seamless programme.

Across both days, one message was clear: in-store visibility is entering a renewed phase of relevance, and 2026 is shaping up to be a defining year for brands seeking stronger presence and influence inside the store.