This is new to me. Do you just mean that the placement is decided by distributors? I'm pretty sure I have seen store employees putting stuff on the shelves from time to time at my local supermarket.
Smaller stores and chains are often stocked by the store itself, even if Coke delivered the pallet.
The end caps of isles are sold to the highest bidder, typically by the week; if that bidder is coca-cola they manage that display as well, subject to the constraints of the store.
One of the innovations of Frys Electronics was to try to run their shops that way, as they started by selling serial cables and other computer supplies in their family's grocery chain. It only partially worked as the vendors weren't really equipped to do this, the way the food companies are.