WH Smith is to roll out the CDT-designed changes to its retail outlets after announcing a drop in profits last week. CDT’s design elements, mostly graphic, will go into 400 of its 547 branches after trials in Newbury and at Holborn Circus in London.
Plans for the CDT changes to be rolled out were revealed in June (DW 2 June) but the poor results posted by WH Smith, announced along with the loss of more than 1000 jobs, are believed to have led to the roll-out being accelerated.
WH Smith says it is spending 5m on the roll-out, which works out at just 12 500 per shop.
New elements on test at Holborn and Newbury include new point-of-sale graphics, directional signage, a children’s area and a new multimedia department.
The new point-of-sale, signage and promotional graphics will be rolled out to all high street stores in October. The 100 largest stores will receive the children’s “funzone” departments and 75 stores will have multimedia areas.
There are plans to test a new facia, uniform and vehicle livery designs. The Holborn and Newbury stores will be used to test and refine the new concepts.