As more brands compete for shelf space, advertising and promotional materials are not limited to the label. Stores contain thousands of SKU’s, and FLEXcon, a leading manufacturer of pressure sensitive film products, believes shelf-edges can provide a key advantage in marketing a product.

Up until now, shelf-edges have not been utilized to their full potential. According to FLEXcon, this valuable real estate can promote sales and provide product information. In addition, the shelf-edge is usually the first thing a customer sees even before the product. “They are the ‘mini-billboards’ of the store aisle, offering the potential to attract customers who are eager to find a money-saving deal or identify a healthy and nutritious choice,” explains Steve Allard, product manager, FLEXcon. “What’s more, shelf-edges are a key tool to help draw consumer traffic down center aisles for those en route to the milk at the back of the store. A shelf talker can make the most frugal of shoppers stop in their tracks and deviate from their solo milk mission to cut down an aisle to see what promotional value is being touted on that dangling mini billboard. Brands looking for a competitive advantage will often highlight their product with the use of a shelf talker, allowing them an extended canvas to display more information than a traditional label allows, with the rewarding result of an increase in product lift rate.”

Shelf-edges originated as thick pieces of tape and have since evolved to slimmer materials. The thicker tapes often consisted of heavy release liners and thick vinyl, and they were difficult to remove and expensive. The newer shelf-marking materials include thin gauge vinyls with special adhesives designed for quick installation and clean and easy removal. The multi-purpose liner provides a strong backer for label printing and conversion, and it can also lay flat while displaying its contents.   

The adhesive technology has improved, as well. According to Allard, it has evolved as the shelves continue to change from painted metal to plastic moldings. 

Just as the labels utilize creative ways to stand out on the shelf, edges can use visual imagery in much the same way. “Even when your product is sold out/the shelf is empty, you can continue to take advantage of the space to engage with a consumer,” says Allard. “Shelf-imagery can be printed on wide format vinyl substrate that looks good–especially for photo imagery–performs well and can be removed easily.”

FLEXcon, which is based in Spencer, MA, USA, has emerged as a leader in shelf-edge films. The company offers SHELF Select vinyl products, as well as creative solutions involving a specialty canvas. “Our product offerings have been engineered to meet the rigorous challenges of the printer/converter to the lay flat performance off the shelf to the final clean removability from the shelf when the promotion is over,” says Allard. “As a collaborative company, we look forward to the challenges brought to us through our customers, as they look to provide their customers (retailers and brand owners) with fast turnaround on best in market vinyl shelf materials, as well as unique and inspiring ideas to promote with that mini-billboard off the shelf. From the first step of the creative process to the final printed product, we ensure that there is a back and forth relationship and conversation about what the shelf edge is designed to do and how we can tailor a customized solution that accomplishes the end goal.”

Allard also believes the landscape will only become more competitive as brands make the shelves their products occupy stand out. “The retail industry continues to look for newer, more innovative ways on how to further enhance the shelf-edge and lead the consumer down the path to purchase,” he adds. “Across the industry, retailers are recognizing that the time consumers are physically spending in stores is incredibly short and precious. With the dramatic rise of online shopping and store delivery services, in store consumer engagement is the battleground of brands and shelf talkers are recognized as a powerful advertising tool.”