ALTA SOFTWARE DEPLOYS MTC SOLUTION FOR OVER 500 CVS STORES – STREAMLINING CONTENT MANAGEMENT ACROSS THOUSANDS OF LCD SCREENS NATIONWIDE

As retail competition intensifies, enhancing the in-store customer experience has become a top priority for brands. One of the largest convenience store (CVS) chains in Vietnam—operating more than 500 locations nationwide—has made a significant investment in digital display systems by rolling out thousands of LCD screens across its network. To address the challenge of coordinating advertising content at scale and maintaining message consistency, the brand chose MTC—a digital content management and control platform developed by Alta Software.

MTC (Multimedia Terminal Controller) is a centralized system designed to optimize remote operation and management of digital displays at retail locations. From a single control center, operators can update promotional content in real time, schedule playback for specific device groups, regions, or peak hours. This flexibility, combined with synchronized control, allows the CVS chain to execute a dynamic yet consistent communication strategy—ensuring effective engagement with its target audience.

Prior to implementing MTC, the CVS chain struggled to keep advertising content synchronized across its locations. Updates on promotions, pricing, and loyalty offers were often delayed or inconsistent, which reduced marketing effectiveness and diluted brand messaging. With MTC in place, the entire content management process has been standardized and automated. Operators now control content distribution to more than 2,000 devices nationwide through a single interface, while monitoring playback status at each store in real time.

Beyond synchronization, MTC also supports intelligent scheduling. For example, in the morning, stores can display breakfast combo ads; at noon, office lunch promotions; and in the evening, loyalty offers or point accumulation campaigns. All schedules are configured remotely—eliminating the need for in-store staff intervention and streamlining operations while still enhancing customer experience.

With devices deployed across hundreds of sites, maintenance and monitoring were critical challenges that MTC effectively addressed. The platform allows technical teams to check the operational status of each LCD screen—whether it’s online, encountering content errors, disconnected, or playing the wrong schedule. Automated alerts help detect and resolve issues promptly, minimizing downtime.

Alta Software’s technical team played a central role in deployment, from installing the MTC software on display hardware or intermediary devices, ensuring compatibility with existing equipment at CVS stores, to supporting operations and troubleshooting issues such as connection failures, content errors, or update problems. All maintenance processes are handled remotely, helping reduce operational costs and manpower requirements.

One of MTC’s standout strengths is its scalable architecture. Built as a Software-as-a-Service (SaaS) platform, it requires no local server investment—allowing clients to optimize infrastructure costs from the outset. Whether for small CVS chains or nationwide brands, the solution is easy to adopt.

This project clearly demonstrates Alta Software’s capabilities in delivering specialized software solutions for the retail sector. MTC is not just a technology tool—it’s a strategic enabler that helps CVS chains modernize their advertising systems, improve point-of-sale communication effectiveness, and accelerate their digital transformation journey.