WHSmith North America (WHSNA), and global commerce media company SMG, have partnered to create the first travel-focused, in-store Retail Media Network (RMN) in North America.
Spanning more than 347 retail locations, including Marshall Retail Group and InMotion stores, WHS Media can activate campaigns across diverse touchpoints, making it an ideal solution for brands looking to connect with audiences during peak times, such as holidays, sports events, and professional conferences. Supported by numerous second and third-party data sources, the network offers advanced targeting options, including behavioural and location-based data, for tailored, high-impact interactions that resonate.
In the UK, SMG runs the RMNs for Boots, Morrisons, Co-op, Asda and The Very Group, and is the UK’s leading independent retail media operator. In 2023, SMG agency Threefold launched in New York, re-branding to SMG North America this month. The launch of WHS Media marks a pivotal moment in SMG’s journey as the company grows its presence in the North America market.
With in-store retail media spend predicted to hit $1.06 billion in 2028, unlike other travel retail media networks, WHS Media combines in-store and off-site campaigns with powerful, data-driven insights, allowing advertisers to engage with a unique consumer audience of the approximately 3 million business and leisure travelers who pass through North American airports each day.
WHS Media capitalises on the power of timing, reaching the hundreds of millions of annual airport travelers in North America, who are outside of their day-to-day routines, primed to make impulse purchases, and receptive to brand messaging. This presents a significant incremental awareness and sales opportunity for brands, promoting trial by connecting brands with consumers who wouldn’t typically engage.
The insights gained from campaigns will allow WHS Media’s team of retail media experts to optimize strategies using sales data and other metrics such as impressions and click-through rates, to ensure each campaign resonates and delivers on brand objectives.
Toby Keir, CEO at WHSmith North America, explains: “The launch of WHSmith North America Media Network represents an exciting new chapter for WHSmith North America on our ongoing journey to create more exciting and engaging retail experiences for consumers in travel.
“We’ve been hard at work for the past year with the team at SMG to build this entirely unique retail media offering tailored to the needs of our supplier brands, and we are thrilled to bring it to market in partnership with them. With significant store growth in the pipeline, opportunities for brands will only expand.”
Sam Knights, CEO at SMG, adds: “With WHSmith North America Media Network, we’re creating a powerful connection between brands and travellers across prime locations that hasn’t been possible with existing RMNs on the market.
“This network combines robust targeting capabilities with experiential marketing, creating memorable brand interactions that extend beyond the shopping journey. As the experts behind the largest Retail Media Networks in the UK, we’re thrilled to launch this unique offering in the US with the brilliant team at WHSmith North America, who are as passionate as we are about revolutionising retail.”
