UK's biggest wholesale estate Booker now has 500 digital advertising screens across its 100 sites, turning its cash-and-carry estate into a new retail media network aimed at attracting major brands.
The Tesco-owned wholesaler has partnered with retail media specialist dunnhumby and digital signage provider Pixel Inspiration to roll out the screens, which are positioned at rack ends and above merchandise pallets. The 65-inch displays can carry targeted advertising and promotions alongside products, potentially increasing brands’ visibility at the point of purchase.
The rollout was completed in eight weeks, with installations scheduled outside peak trading hours to minimise disruption. Content is managed centrally, meaning individual depots do not need to manage advertising campaigns themselves.
The move forms part of Tesco’s wider push into retail media, an increasingly important advertising revenue stream. In its latest half-year results, Tesco said it had more than 7,500 digital advertising screens across the group, including Booker and One Stop, while the number of active advertisers at Tesco Media rose by 17 per cent during the period.
Tesco is also expanding its advertising options across stores, websites and apps, including plans to bring influencer-led content into the shopping experience. Its partnership with advertising technology firm Kevel will introduce a self-service platform for campaign planning, booking and performance measurement.