Tesco-owned Booker has rolled out more than 500 digital advertising screens across 100 UK wholesale sites, turning its cash-and-carry estate into a new retail media network aimed at attracting major brands.

Booker has partnered with retail media specialist dunnhumby and digital signage provider Pixel Inspiration to install the Sony BRAVIA screens, giving advertisers a new way to target independent retailers and hospitality businesses while they shop.

The nationwide rollout, completed in just eight weeks, is a significant expansion of Booker’s in-store advertising capabilities.

More than 500 65-inch Sony BRAVIA Professional Displays have been installed at rack ends and above pallets of merchandise, allowing brands to run targeted advertising and promotions directly alongside products.

Pixel Inspiration worked with Booker and dunnhumby to develop the network, including specialist protective mounts designed to withstand the demands of busy wholesale warehouses.

The screens are managed centrally through the DISE content management platform, allowing advertising campaigns to be distributed and tailored across the estate without individual stores having to manage the content.

Sony’s remote management technology also allows the retailer to monitor screens, carry out software updates and resolve technical issues without regularly sending engineers to sites.

Pixel Inspiration said installations were carried out outside peak trading hours to minimise disruption to Booker’s customers.

Sony Professional Displays and Solutions Europe key account manager Karl Ingham said the rollout demonstrated how digital signage could help brands reach shoppers in “highly relevant environments”.

Tesco is ramping up its wider investment in its retail media operation, which is becoming an increasingly important source of advertising income.

In its latest half-year results, Tesco revealed it now has more than 7,500 digital advertising screens across the group, including at Booker and convenience chain One Stop.

Tesco Media also reported a 17 per cent increase in active advertisers during the period, alongside growth in the number of campaigns run by each advertiser.

It has been expanding its advertising offering both online and in stores, giving brands more opportunities to target customers at the point of purchase.

As Retail Gazette reported last week, Tesco is introducing influencer-led advertising across its stores, website and app, allowing brands to bring social media campaigns directly into the shopping experience.

It has also partnered with advertising technology firm Kevel to introduce a new self-service advertising platform, bringing campaign planning, booking and performance measurement together.

Meanwhile, dunnhumby has been expanding its own retail media operations.

In June, the business unveiled a new retail media alliance involving Tesco, B&Q, John Lewis and Waitrose, designed to make it easier for advertisers to run campaigns across multiple retailers.

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