Global travel essentials retailer WHSmith has announced a partnership with electronic shelf label (ESL) provider SOLUM to deploy digital labelling solutions across its UK travel estate.
The initial rollout will support WHSmith's flagship stores located in Terminals 3, 4, and 5 at Heathrow Airport, before expanding across the retailer’s wider UK transport retail network. The partnership focuses on improving pricing accuracy, streamlining in-store operations, and enhancing shelf-edge communication within high-velocity retail environments.
Travel Retail Digitalisation at Heathrow Airport
WHSmith's recently opened flagship formats at Heathrow Airport represent a consolidated retail model designed to offer passengers food, beverages, health and beauty products, technology accessories, and pharmacy services in a single space.
Managing such a diverse mix of categories in a high-footfall terminal requires highly responsive and clear price communication. By transitioning from manual paper ticketing to SOLUM's digital shelf-edge solutions, WHSmith aims to reduce repetitive in-store admin tasks for store associates, allowing them to focus more on customer service.
The digital transition also ensures that pricing updates and promotional campaigns can be executed simultaneously and accurately across rapidly changing categories, reducing the risk of pricing discrepancies at checkout.
Technical Specifications and Operational Benefits
To support the demanding operational requirements of major airport terminals, WHSmith has selected SOLUM's flagship Newton PRO labels. The system provides a robust digital infrastructure designed to withstand high-volume retail conditions.
The key features of the deployed ESL hardware include:
🏷️ Newton PRO Display – Provides clear, high-resolution digital screen layouts to improve readability for time-pressed travellers navigating busy store aisles.
⚡ Rapid Updates – Supports fast over-the-air updates to ensure immediate pricing and promotional alignment across the entire store layout.
🔋 Extended Battery Life – Engineered with long-lasting battery performance to reduce maintenance overheads and ensure continuous operation.
🔘 Interactive Buttons – Features programmable button functionality that can be configured to support retail workflow actions, such as stock replenishment alerts or staff assistance calls.
The deployment of ESL technology supports WHSmith’s broader strategy to modernise its travel essentials proposition, which services passengers across major international transport hubs.
WHSmith operates more than 1,200 stores across over 30 countries globally, with a heavy retail concentration in transport environments. The company's portfolio includes over 600 stores situated within the world's leading airports, including more than 300 locations across North America.
SOLUM, which was founded in 2015 as a spin-off from Samsung Electro-Mechanics, is a publicly traded company on the KOSPI exchange. The company specialises in the development of power solutions, display technologies, and electronic shelf labels, serving retail operators globally as they transition toward digital, sustainable store management.
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