top of page
Retail - In-store Digital Media - Heathrow - WHSmith_07-min.jpg


Adding digital visual and audio channels to one of the UK's most recognisable retail brands

Pixel have been working with WHSmith, digitising their stores in travel locations such as airports, train and service stations since 2012.

the challenge

WHSmith travel wanted to revolutionise their new store designs, using digital media point of sale as an integral part of their new store formats, along with standardisation of their background music service.

Our Approach

We worked closely with their store design agency and construction teams to establish the best positions, formats and technology to integrate into the new fit-outs. Installation progressed with an initial ‘store of the future’ at Gatwick and subsequently to many other locations across their wider estate. As part of our managed service, we provide weekly content production and scheduling of a mixture of supplier provided content and in-house creative.

As their travel locations often have exclusive and time limited offers, WHSmith’s content is generally both time and location specific, but can be easily managed and updated using the rules based scheduling capabilities of the content management system employed across the estate.

As part of the wider roll-out of digital media in stores, Pixel have also delivered several more ‘Stores of the Future’, which you’ll find in major airports such as Heathrow and Gatwick. These locations showcase various digital solutions, including video wall panoramas, stretched gondola-end displays and, most recently, fully digital store-front fascia, as can be seen in our recent install at Heathrow T2.

The Outcome

WHSmith have used their digital estate to revolutionise their in-store experience, cementing their place as one of the premier retailers in airport and rail locations. Our full suite of support and on-site maintenance services are employed to keep everything running, 24/7.


If you would like to know more about this project or have your own upcoming digital solutions project, why not get in touch with us today. We’d love to hear from you!

bottom of page