I have been in fifteen or so WH Smith stores so far on this UK trip and in every one they have several stationery value propositions including this 3 for 2 deal promoting new colourful ranges.
Their pricing approach is like we see in Australia from Typo, Smiggle and Kikki.k. While 3 for 2 sounds like a deal, I expect they knew they were doing this from the outset, 3 for 2 is their goal price. It’s not a deal. But consumers will not see it that way.
What WH Smith is doing in the UK is more important than ever to Australian newsagents as this group now owns Supanews, Wild, it’s own WH Smith outlets, Zoodle plus hospital retail outlets. If reports are true there will be more WH Smith outlets in Australia in coming months.
If they get enough stores in the traditional newsagency space and operate all with discipline they could set a standard shoppers will expect in several product categories such as this everyday stationery space.
Shrewd move by Gaskin to unload the Supanews group in a difficult commercial market.