• WHSmith to install digital screens in 100 stores
  • Screens will give stores “advertising standout”
  • Retailer focused on in-store customer experience

High street retailer WHSmith is poised to modernise its shop fronts by launching digital displays in 100 of its UK branches.

The 55-inch LCD screens will be installed in the retailer’s shop windows and will broadcast promotional material to market its products and services, as well as third-party messaging.

The stationery specialist said the screens will give stores “advertising and communication standout” and provide a new commercial platform for the business.

The first instalment took place in the WHSmith store in Harrow over the Easter weekend.

The retailer expects to roll out the technology to all 100 participating branches by the end of May.

Boss Stephen Clarke revealed the pilot after WHSmith unveiled a 2% increase in like-for-like sales in its high street stores in the five weeks to January 2.

Over the wider 20 weeks to January 16, high street sales remained flat, but like-for-likes jumped 5% in its travel arm.

StreetAd, responsible for providing the screens, operating the network and securing third-party advertising, said: “The time has come for digital screens to replace paper posters.

”With WHSmith leading the way, we’re confident other retail groups will follow.”

The initiative is the latest move by WHSmith as it bids to up the ante on in-store customer experience. The retailer piloted a digital headphone store at Liverpool John Lennon Airport in January.

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