travel outlets in major stations and airports

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• travel outlets in major stations and airports

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WHSmith Travel Retail

• Overview
• Background
• The Opportunity
• Audience
• Media
• ROI
• Summary
• Contact

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overview

• WHSmith Travel Retail, worth 31 of WHSmiths
  total business, operates high-footfall store
  outlets in major railway stations and airports
• Advertising slots are available on 81 screens in
  22 of the largest outlets
• 800 million people pass through WHSmith Travel
  Retail outlets every year 62 of these visit
  every journey
• The screens are an ideal tool for effective
  communication with commuters, business and
  leisure travellers, who embrace distraction

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background

• Brand heritage
• WHSmith has developed a powerful brand as a
  newsagent, bookseller and stationer in the 150
  years since first opening a book stall at Euston
• Creating impact today
• This year alone WHSmith won 37million of
  business
• 98 of the UK population is aware of the WHSmith
  brand
• Travel Retail
• Air travel and rail usage continues to rise
• Unprecedented sales growth (up 24 yoy)

The No. 1 retailer for news, magazines, books and
impulse products in Travel locations
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opportunity audience

• The travel market is well established and
  documented. WHSmith customers are
• younger and more affluent than the UK average
• equally split between male and female shoppers
• Shopping habits match the reason for their
  journey
• Daily commuter
• Business traveller
• Leisure traveller

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opportunity audience

• Consumer breakdown

• 3 in 4 visitors are solo shoppers (skewed towards
  station stores)
• 53 of visitors overall are male primarily
  featuring business traveller mode (66)
• 27 are more frequent travellers
• Airports have the highest levels of accompanied
  shoppers overall (48), with Leisure travellers
  at 39

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opportunity audience

• Shopping behaviour
• Affected by time pressure

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opportunity audience

• Receptive mindsets
• Daily Commute
• Appreciative clear call to action messages not
  in browsing mode
• Business Trip
• Non-rushed a focused but relaxed approach to
  travel where time is taken to enjoy the
  environment
• Food and meal planning is a big consideration
• Need to be made aware of relevant product ranges
• Leisure Trip
• Time is rarely a concern slow-paced, enjoying
  every moment
• Looking for an environment that is comfortable
  for extended browsing
• Want to be entertained for as long as possible

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opportunity audience

• Footfall
• A staggering 800 million people pass through
  WHSmith Travel Retail stores every year (70
  million / month or 15 million / week)
• 80,000 people visit one of the stores every day
• Average dwell time 5 minutes (airport and
  railway stores)
• Annual turnover of 320 million

• Frequency of Visit
• 62 visit every time they are at a WHSmith Travel
  Retail location
• 25 of station customers visit every day

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opportunity audience

• Airports
• Gatwick, Heathrow, Luton, Newcastle, Stansted
• Railway Stations
• Charing Cross, Euston, Kings Cross, Liverpool
  Street, Newcastle, Paddington, Victoria, Waterloo

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opportunity media

• Visual engagement
• 81 screens with sound
• 22 outlets (at all major UK rail and air
  locations)
• Option to cherry pick target stores

• Screen content
• News, weather, welcome messages
• Third-party advertising
• Retail trade messaging
• WHSmith branding and promotions

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opportunity ROI

• Environment where promotions work (e.g. new
  product launches)
• Cadburys Crème Egg Bar sold extra 104,000 bars
  in first 2 weeks
• Used for 5 new magazines launches in 2006
• Gain presence in a key retailing environment

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summary

• WHSmith Travel Retail is the No. 1 retailer for
  news, magazines, books and impulse products in
  major UK Travel locations
• 81 screens in 22 of the largest rail and air
  outlets
• Advertising slots offer an effective
  communication channel to reach commuters and
  leisure travellers
• Ideal environment to drive promotions and support
  to ATL campaigns

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contact us
2 exmoor street, london w10 6bd
www.abc-media.co.uk mail_at_abc-media.co.uk
020 8962 2300
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our estates

• Grocery channels

Screens

• Entertainment and Leisure channels

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