Booker Wholesale, the UK’s market-leading foodservice wholesale provider, deployed more than 500 Sony BRAVIA Professional Displays to establish a new nationwide retail media network across 100 Booker locations.
The project, delivered by managed digital media solutions provider Pixel Inspiration in partnership with retail media specialist dunnhumby, marks a significant expansion of Booker’s in-store retail media capabilities. The network provides brands with a new digital advertising channel designed specifically to engage Booker’s trade customers throughout their shopping journey.
Creating a retail media network for the wholesale environment
Booker wanted to introduce a consistent, scalable retail media platform across its national estate, providing brands with an engaging way to communicate with customers within its busy wholesale environment.
To deliver this, Pixel Inspiration worked closely with Booker and dunnhumby to specify and deploy more than 500, Sony 65” BZ35L BRAVIA Professional Displays across 100 locations, completing the rollout within an eight-week implementation cycle.
Installed predominantly at rack ends and above palletised merchandise, the displays provide a highly visible platform for targeted advertising and promotional content, while integrating into the existing wholesale environment.
Designed for a demanding retail environment
The wholesale environment presented specific challenges for the installation. Displays needed to be positioned for maximum visibility while also being protected against accidental impacts from stock movement, pallet handling and day-to-day warehouse operations.
Sony BZ35L BRAVIA Professional Displays were selected as part of the hardware solution to provide the combination of image quality, reliability and operational efficiency required for the network.
To provide additional protection, Pixel Inspiration worked with UNICOL to develop a combined mounting and protective shroud solution. This was designed to withstand the demands of a busy cash and carry environment while maintaining appropriate airflow and ventilation around the displays.
The displays use Sony’s Android-based System on Chip (SoC) technology, reducing the need for additional external media players and helping simplify the overall installation.
Centralised content and remote management
The network is managed through the DISE content management system, enabling campaign content to be centrally targeted and distributed across Booker’s national estate.
Sony Remote Device Manager is also used to monitor the displays remotely, carry out firmware updates and undertake maintenance tasks. This helps reduce the need for onsite intervention and supports efficient management of the large-scale display network.
To minimise disruption to Booker’s stores and customers, installation work was completed outside of peak trading hours, allowing normal operations to continue throughout the eight-week rollout.
A scalable platform for Booker and its brand partners
The completed network provides Booker with a consistent digital platform across its estate, while giving brands a highly visible way to reach trade customers at key points during the shopping journey.
Following the rollout, Pixel Inspiration continues to provide a fully managed service for the digital estate, including proactive 24/7 support and rapid onsite hardware maintenance.
The project demonstrates how Sony BRAVIA Professional Displays can be deployed at scale in demanding commercial environments, combining high-quality visual communication with centralised content management and remote device monitoring.
“Booker’s nationwide retail media network is a great example of how digital signage is evolving to create new opportunities for brands to engage customers in highly relevant environments. This deployment demonstrates the scalability and versatility of Sony’s display technology, while the combination of high-quality visuals, remote device management and reliable performance makes it well suited to the demands of a busy wholesale environment. We’re delighted to support Booker and Pixel Inspiration in creating a platform that can deliver value for both Booker’s customers and its brand partners,” comments Karl Ingham, Key Account Manager, Sony Professional Displays and Solutions Europe.
