Reaching 5.5 Million Shoppers Weekly with Targeted Shelf-Edge Digital Advertising

DecisionVision Ltd, part of the Point4 Group, specializes in shelf-edge digital advertising across UK convenience stores, supermarkets, off-licenses, newsagents, and petrol forecourts. Operating a network reaching over 5.52 million consumers weekly, DecisionVision partnered with Navaho Technologies to power over 1,500 point-of-sale display screens using the InformAll digital signage platform.

The challenge

Point-of-sale retail advertising requires strict delivery timing, targeted scheduling, and high platform reliability. To maximize ROI for consumer packaged goods (CPG) brands, DecisionVision required a centralized content delivery architecture capable of deploying hyper-targeted video campaigns across thousands of remote, independent retail screens.

The approach

Navaho Technologies provided the core software engine powering the entire DecisionVision screen estate:

InformAll content management: manages dynamic audio-visual presentations, scheduled playout loops, and remote file distribution across 1,500+ compact 10"x8" shelf-edge screens.
Flexible demographic & geotargeting: advertisers can target shoppers by postcode, TV region, demographic, or national footprint.
Optimized playout loops: displays short 10-second advertisements on a flexible 3-minute loop, ensuring high campaign frequency.

The result

Massive audience scale: delivers over 5.52 million weekly consumer impressions across independent supermarket and forecourt networks.
High campaign frequency: a typical 4-week campaign delivers up to 6,720 ad impressions per store based on a 12-hour trading day.
Proven CPG sales lift: delivered measurable sales increases for featured brands, creating a win-win model for retailers, advertisers, and consumers.

"The campaign was a huge success, with both our customers and suppliers, with tremendous results for the products advertised. I see this as a win, win, win situation."

— Martin Swaine, Managing Director, Rhythm & Booze Retail Chain