WHSmith will enhance customer experiences, deploying SOLUM’s electronic shelf labels (ESLs) across its UK travel retail estate, starting with high-footfall locations including the retailer’s recently opened flagship stores at Heathrow.

The rollout, which will support WHSmith’s stores at Heathrow’s T3, 4 and 5 as well as its wider travel network, is designed to strengthen pricing accuracy, improve shelf-edge communication and support more efficient store operations.

“WHSmith’s new flagship stores reflect the continued evolution of travel retail, where convenience, speed and clarity are essential to the customer journey,” said Mark Duckworth, Country Manager UK&I at SOLUM.

Tailored to meet the needs of time-pressed passengers and a fast-moving retail environment, WHSmith aims to use clear and responsive shelf-edge communications to create smoother customer journeys.

The ESL solution enables the retailer to update pricing and promotional information more efficiently and helps customers navigate busy travel stores with greater confidence. It also supports colleagues in maintaining consistency across rapidly changing categories.

“Our focus is on making every journey better by bringing together all of the essentials travellers need in one place,” said Heidi Reynolds, Retail Director at WHSmith.

“As we continue to evolve our offer, ESL solutions help us support a clearer and more intuitive customer experience while enabling colleagues to operate more efficiently in busy travel environments.”

Duckworth added that the ESLs would “support high-footfall environments, helping improve shelf-edge accuracy, efficiency and in-store experiences across key travel locations.”