shelfticking

Shelfticking is a retail term that refers to the practice of retailers placing their own brand of products on the shelves of other retailers. This is often done to increase the visibility and sales of the manufacturer's products, particularly when they are competing with other brands. Shelfticking can involve negotiating with the host retailer for prime shelf space, providing promotional displays, or even offering incentives to the host retailer's staff.

The practice is a form of in-store marketing and can be an effective way for brands to reach consumers who may not otherwise be aware of their products. It allows manufacturers to bypass traditional distribution channels or supplement them, gaining direct access to the point of sale. However, it can also be perceived as an aggressive sales tactic and may lead to friction with the host retailer if not managed carefully. The specific terms and conditions of a shelfticking agreement can vary widely, depending on the negotiating power of both parties and the nature of the products involved. Some agreements might involve direct payment for shelf space, while others could be based on revenue sharing or other collaborative arrangements. It is a strategy that requires careful planning and execution to ensure mutual benefit.