What: WHSmith launches North America's first travel-focused retail media network, reaching 3 million daily airport travellers across 347 locations.

Why it is important: The initiative capitalises on the growing retail media market, projected to reach USD 1.06bn by 2028, while establishing a new advertising channel specifically designed for the unique travel retail environment.

WHSmith and media experts SMG have joined forces to create WHS Media, North America's first travel-focused retail media network. This innovative venture leverages WHSmith's extensive portfolio of 347 stores across US and Canadian airports, rail stations, and resorts to provide advertisers with unprecedented access to approximately 3 million daily travellers. The network combines in-store and off-site campaigns with sophisticated data-driven insights, enabling advertisers to engage with customers who are outside their daily routines and more receptive to brand messaging. Through second and third-party data sources, WHS Media offers advanced targeting options using behavioural and location-based data. The platform's comprehensive approach includes sales data analysis, impression tracking, and click-through rate monitoring to ensure advertising objectives are met effectively. This strategic initiative forms part of WHSmith's broader North American expansion, emphasising their commitment to creating more engaging retail experiences in what has become a key market for the company.

IADS Notes: WHSmith's launch of a travel-focused retail media network aligns with significant industry developments throughout 2024. As noted in March 2024, retail media advertising has been experiencing unprecedented growth, with projections reaching USD 100 billion in the US market by 2027. The timing is particularly relevant, as highlighted in July 2024, when reports showed retail media networks could potentially double retailers' margins from 1.7% to 4.3%. This trend gained further momentum in October 2024, with retailers like Boots and Co-op expanding their digital screen networks in high-footfall locations. WHSmith's strategy of targeting travel retail specifically appears well-timed, as demonstrated by Currys' successful January 2025 expansion into in-store retail media, which projects 40 million annual impressions. The focus on North American airports, with approximately 3 million daily travellers, positions WHSmith to capitalise on this growing market opportunity.

WHSmith has launched a retail media network in North America