January 19th 2008
Proposed outline Marketing Plan for Multi-channel retailer W. H. Smith plc
This subsection was kindly contributed by Glen Freeman, Brunel University. Background
The traditional high street retailer W. H. Smith plc has already established new channels to market through the Internet, digital television and WAP mobile phones. The company has a huge high street presence in the UK, with 1,500 stores nationwide. It also now has stores across the globe on major transport routes at airports and railway stations, and already has over 5 million members registered with its ‘club card‘ scheme. These are already loyal W. H. Smith customers who have experienced the company through its stores. Moving this confidence online will be far easier than trying to generate new business online. Continue Reading »
