Shelf Talk 2025: Why In-Store Media Is Quietly Reclaiming Its Power

If there was ever a moment that signaled a shift in how brands view the in-store environment, it was Shelf Talk 2025. Hosted by Retail Media Network (RMN) at MYDIN USJ, the inaugural event brought 54 brands and 96 FMCG professionals together for a two-day exploration of a channel many believed had quietly plateaued. Instead, the discussions revealed a landscape shifting faster than anyone anticipated.

For most of the past decade, digital channels dominated budget planning, execution and measurement. Yet global research now points to a different reality. According to NielsenIQ, up to 60% of FMCG sales can be influenced at the store level; evidence that the physical environment remains the critical juncture where brand intent either converts or disperses.

Shelf Talk made one thing clear: this shift is already taking shape in Malaysian retail. Shoppers increasingly arrive shaped by digital discovery, yet their final choices continue to depend on what captures their attention in-store. Visibility, message clarity and ease of navigation still guide behaviour within moments, reaffirming the store’s role as a decisive touchpoint in the path to purchase.

Throughout the event, RMN reframed in-store not as the endpoint of the shopper journey, but as a high-value zone of decision and conversion. In-aisle formats such as shelf banners, header boards and cross-branding promotions were discussed not as isolated placements, but as contributors to clarity and confidence, two forces that heavily influence rapid product decisions at shelf-edge.

The wider shift was clear: brands are once again treating in-store media as a strategic lever rather than a tactical extension. The breadth of participating FMCG groups and the depth of discussion reflected a sector ready to re-evaluate how it shows up inside the store.

For FMCG brands planning 2026 activations, the direction is clear: the store must be treated as an active media environment, not merely a distribution channel. Brands that prioritise visibility, navigational cues and conversion-minded placements will gain disproportionate advantage during the moments when shoppers are most open to influence.

RMN’s role in catalysing this movement came through strongly. By convening marketers, trade teams and retail partners, the network positioned itself as a connector, aligning shopper insight, commercial ambition and retail opportunity into a unified direction for growth.

As the industry looks to 2026, one message from Shelf Talk stands out: in-store visibility is entering a renewed phase of relevance, and brands that align early will hold the advantage.