New concept tested at WH Smith Travel Retail

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UK airport and news retailer WH Smith is introducing a new small news store format for office based professionals

The first pilot workplace store opened at AXA Sun Life insurance company in Bristol this week, servicing more than 2,000 staff.  

The new workplace format has been developed by WH Smith Travel Retail Europe, which comprises 213 stores in UK airports and rail stations. The WH Smith team, led by managing director Alex Smith, has adapted WHSmith's successful travel-retail format to meet the different product and service needs of the office based worker. Workplace stores will be 650sq ft to 700sq ft (60 to 65sq m), equivalent to regional rail station outlets.

In addition, to maintaining the current product ranges available to staff, WH Smith will increase the amount of space dedicated to news and cards and will introduce a tailored range of books, including WH Smith's current two for £10 ($15.60) book promotion.

Commenting today Alex Smith Europe Travel Retail managing director said: "We believe we have identified an exciting opportunity to extend the WH Smith brand into the workplace. Convenience shopping is the key driver for this group of customers and we have extensive experience in providing this throughout our travel locations. We believe that the success of the pilot will lead to other opportunities in this area."