WH Smith is charging brands “astronomical” amounts of money to advertise in its travel stores that they will never see a return on, according to retail experts.
After challenger brands spoke out about the high cost of ‘media packages’ pitched to them by WH Smith last week, a sales deck for 2025 shared with The Grocer shows the retailer is demanding as much as £125k for two weeks of advertising in a single store location.
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NAM Implications:
- Retail is regarded as a ‘try it and see’ environment.
- But this is meant to refer to selling to consumers.
- Successful suppliers are long accustomed to fact-based selling…
- (and subjecting any investment to strict ROI criteria)
- Only natural for them to use the same criteria in moving from a selling…
- …to a buying role in the case of purchasing Retail Media.
- So, back to the price drawing board for WH Smith…
- …or suffer the inevitable consequences.
