Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team.
Every week, we will bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry.
What is it?
WHSmith and media experts SMG have partnered to create the first in-store travel-focused retail media network in North America.
The new venture dubbed WHS Media has been set up to provide advertisers and brands with opportunities to connect with engaged customers across WHSmith’s portfolio in North America.
The retailer has more than 347 stores spanning the US and Canada, including at airports, rail stations and resorts.
The new offering combines in-store and off-site campaigns with data-driven insights for advertisers to engage with the approximately 3 million travellers passing through North American airports daily.
Why does it matter?
In-store retail media spend is predicted to reach $1.06bn (£860m) in 2028, according to SMG, highlighting the popularity in creating and investing in such networks.
SMG already runs retail media networks for Boots, Morrisons, Co-op, Asda and The Very Group in the UK, and aims to make WHSmith’s retail media offering standout in a growing North American market.
The retail media network targets travellers “out of their day-to-day routines” who are likely to make impulse purchases and be receptive to brand messaging.
Brands can then take advantage of the sale opportunity and promote products that customers may not usually engage with.
Insights from the campaign mean WHS Media’s team can use sales data, impressions and click-through rates to ensure each advert delivers on objectives and reaches the right customers.
Through second and third-party data sources, the network can offer targeting options and behavioural and location-based data.
Strategic implications
This forms part of WHSmith’s North America team to keep offering more engaging retail experiences and it’s now a key market, with its store portfolio continuing to grow.
SMG chief executive Sam Knights said the partnership creates a “powerful connection between brands and travellers across prime locations that hasn’t been possible” with current retail media networks.
“This network combines robust targeting capabilities with experiential marketing, creating memorable brand interactions that extend beyond the shopping journey.”
Sam Knights
Winning strategies
- Elevated customer experience
- Focus on operational efficiency
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