WHSmith Launches New Magazine Sales Initiative

Marketforce, the magazine distribution company, and WHSmith High Street have rolled-out a new initiative intended to transform the way WHSmith ranges and merchandises magazines.

Throughout the summer, WHSmith’s 535 stores are switching from selling magazine ranges linked to store size, to individual ranges that Marketforce has designed to suit each store’s sales profile and shoppers.

Marketforce has also planned how each store can best display its magazines, which stores will implement using pictorial step-by-step guides. The stores will also receive supporting point of sale material to promote their new tailored range.

Christina Hartley, Marketforce marketing services director, said: “This initiative is truly ground-breaking and the investment from both WHSmith and Marketforce demonstrates a real commitment to growing the magazine category.

“The launch of the project has involved collaboration across the industry, including wholesalers and distributors, and I’m confident it will drive sales and efficiencies within WHSmith’s magazine business.”

Marketforce was appointed to carry out this new initiative in 2005 and it has been in development for more than 18 months, seeing a 10-strong Marketforce team set up in WHSmith’s headquarters in Swindon, with further analyst and supply chain support from Marketforce in London. The project was trialed for 10 months in 18 WHSmith stores nationwide.

Marketforce: www.marketforce.co.uk