WHSmith has partnered with digital transformation firm Solum to enhance travel retail via electronic shelf label (ESL) solutions across the retailer’s UK travel stores.
The initiative will start with high-footfall locations including WHSmith’s recently opened flagship stores at Heathrow Airport.
The rollout supports WHSmith’s flagship stores across Heathrow Terminals 3, 4 and 5 as part of a broader deployment across the its travel retail network.
It is designed to strengthen pricing accuracy, improve shelf-edge communication and support more efficient store operations.
Solum’s Newton ESL solutions enable WHSmith to update pricing and promotional information more efficiently, helping customers navigate busy travel stores with greater confidence, according to the business.
By replacing manual paper ticketing with digital shelf-edge communication, the ESL solutions also “help reduce repetitive in-store tasks, improve price and promotion management, and support a more consistent operating model across complex, high-footfall travel locations”.
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WHSmith has chosen Newton Pro to support the rollout, which comprises Solum’s flagship ESL designed for “demanding retail environments” such as airports, railway stations and major transport hubs.
WHSmith retail director Heidi Reynolds said: “At WHSmith, our focus is on making every journey better by bringing together all of the essentials travellers need in one place.
“As we continue to evolve our offer, the ESL solutions help us support a clearer and more intuitive customer experience while enabling colleagues to operate more efficiently in busy travel environments.”
Solum country manager UK and Ireland Mark Duckworth added: “WHSmith’s new flagship stores reflect the continued evolution of travel retail, where convenience, speed and clarity are essential to the customer journey.
“We are proud to support WHSmith with ESL solutions designed for high-footfall environments, helping improve shelf-edge accuracy, operational efficiency and the in-store experience across key travel locations.
“This partnership is an important milestone for Solum as we continue to strengthen our presence in the UK travel retail market.”
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