WH Smith to fit 100 stores with digital screens

WH Smith is fitting 100 of its UK branches with digital display screens in a bid to modernise its shop fronts. 

The initiative will see the chain use 55-inch LCD display screens to market the stationery and bookseller's goods and services, as well as provide third party national, regional and local advertising. It was launched over the Easter weekend in the WH Smith's Harrow store. 

The technology will be extended to 100 participating stores by the close of May, in a shift that marks - according to WH Smith - "the future of the British high street" and will also help to "maintain links with local businesses".

Ian Sanders, group commercial development director at WH Smith, said: “The outdoor advertising industry has accepted digital display advertising as the way forward and retailers on the high street are now realising their real estate is also the perfect platform for digital out of home marketing. WH Smith is proud to become the first high street convenience store to make this transition, and the screens will give our stores both advertising and communication standout, whilst monetising our windows with complete compliance and control.”

StreetAd is responsible for providing the screens, as well as operating the network and securing third party advertising and sponsorship deals. Its c.e.o. Mike Cottman said: "With WH Smith leading the way, we're confident other retail groups will follow. The time has come for digital screens to replace paper posters. In addition, screens such as these can provide a live platform which can be used to enhance social communication with local customers, as well as deliver voucher issuance and redemption opportunities for retailers, consumers and advertisers in the local area."

WH Smith last month revealed it is launching a book club with YouTube vlogger Zoella this summer.