Booker Wholesale Deploys 500 Sony Bravia Displays for Retail Media Network
2026-10-21 · via AV Magazine
Booker Wholesale has installed more than 500 Sony Bravia displays across 100 UK locations, turning its cash-and-carry estate into a retail media network aimed at trade customers. The rollout is a reminder that retail media is no longer confined to supermarket aisles, it is now reaching wholesale and B2B environments too.
The 65 inch Sony BZ35L displays are mounted predominantly at rack ends and above palletised merchandise, positioned for visibility while sitting in spaces that see heavy daily traffic from pallet handling and stock movement. To deal with that environment, integrator Pixel Inspiration worked with mounting specialist Unicol to build a combined mounting and protective shroud, designed to guard the screens from impacts while still allowing airflow.
That physical protection detail matters for anyone specifying hardware for warehouse or cash-and-carry settings, where standard retail mounts are not built to survive forklift and pallet traffic. It is one of the more operationally specific parts of this deployment, and worth noting for integrators facing similar brief requirements elsewhere.
On the hardware side, the BZ35L units run Sony's Android-based system-on-chip, which according to Sony removes the need for external media players and simplifies installation across 100 sites. That is consistent with the broader market shift toward SoC displays for large, distributed networks, where fewer separate components means less to install, monitor and eventually replace.
Content is managed centrally through the Dise CMS, which the companies say allows campaigns to be targeted and distributed across Booker's national estate. Sony's Remote Device Manager is used for monitoring, firmware updates and maintenance. Pixel Inspiration is running a fully managed service on top of that, including 24/7 support and onsite hardware maintenance, which suggests Booker wanted the network run as a turnkey service rather than managed in-house.
Karl Ingham, key account manager for Sony Professional Displays and Solutions Europe, said the deployment shows how digital signage is being used to create new opportunities for brands to reach customers in relevant environments, and that it demonstrates the scalability of Sony's display technology for demanding wholesale settings.
What the announcement does not say is how the ad inventory is being sold, who is buying it, or what measurement is in place to prove the network delivers results to advertisers, all of which will matter to brands deciding whether to spend against it. There is also no detail on cost or the commercial model between Booker and Sony, Dise or Pixel Inspiration. For an industry watching retail media expand into new channels, the hardware and management stack described here is standard enough, but the scale and the warehouse-specific mounting work make this one of the more concrete UK wholesale rollouts to date.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in Displays , Retail , UK&I October 20, 2026 0
The 65” BZ35L displays are being deployed in Booker Wholesale’s UK sites to provide brands with a new digital advertising channel designed specifically to engage trade customers.
Booker Wholesale, the UK’s market-leading food and grocery wholesaler, has deployed more than 500 Sony Bravia displays across 100 locations.
The company wanted to introduce a scalable retail media platform that would provide brands with an engaging way to communicate with its wholesale customers.
Installed predominantly at rack ends and above palletised merchandise, the 65” BZ35L displays displays provide a platform for targeted advertising and promotional content.
The 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.
Durable solution 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 airflow around the displays.
The displays use Sony’s Android-based system-on-chip technology, reducing the need for additional external media players and helping simplify the overall installation.
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 used to monitor the displays remotely, carry out firmware updates and undertake maintenance tasks.
Pixel Inspiration is providing a fully managed service for the digital estate, including proactive 24/7 support and onsite hardware maintenance.
Karl Ingham, key account manager for Sony Professional Displays and Solutions Europe, says: “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.”