WHSmith is improving travel shopping experiences with digital shelf technology that simplifies navigation and enhances pricing visibility.
WHSmith has partnered with SOLUM to deploy electronic shelf label (ESL) technology across its UK travel retail estate, beginning with the retailer’s recently opened flagship stores at Heathrow Airport Terminals 3, 4, and 5.
The rollout is designed to improve pricing accuracy, strengthen shelf-edge communication, and support more efficient store operations in high-traffic travel environments. According to the companies, the initiative will help create a clearer and more intuitive shopping experience for passengers navigating busy airport stores.
“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,” said Heidi Reynolds, Retail Director, WHSmith.
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Improving the Travel Shopping Journey
WHSmith’s Heathrow flagship stores have been designed to provide travellers with access to a broad range of essentials, including food and drink, health and beauty products, technology accessories, pharmacy services, and travel necessities within a single retail environment.
The companies said SOLUM’s electronic shelf labels enable faster updates to pricing and promotional information, helping customers access accurate information while reducing confusion in fast-moving retail settings.
By replacing traditional paper shelf labels with digital displays, WHSmith can also manage promotions and pricing changes more efficiently while maintaining consistency across multiple store locations.
Supporting Operational Efficiency in High-Traffic Locations
To support the deployment, WHSmith has selected SOLUM’s Newton PRO electronic shelf label platform, which has been designed for demanding environments such as airports, railway stations, and transport hubs.
According to SOLUM, the technology offers rapid remote updates, long battery life, and operational features that help retailers manage high volumes of products and pricing changes more effectively.
“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,” said Mark Duckworth, Country Manager UK and Ireland, SOLUM.
The partnership reflects growing investment in retail technologies that help improve customer experiences through clearer information, faster service, and more efficient store operations, particularly in high-traffic travel environments.
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