According to the research, conducted by OMD Snapshots for Marketing, 95% of the 1166 respondents said they shop at WH Smith, but more than three-quarters (81%) said they do so only once a month or less often.
Ahead of the arrival next month of chief executive Kate Swann and the publication of trading figures later this week, the survey also suggests only a third of WH Smith customers are Clubcard members, potentially undermining the company's recent investment in its loyalty programme.
The research also shows WH Smith is losing market share to supermarket chains, with just 11% purchasing higher-margin CDs or DVDs.
WH SMITH
Do you ever shop at WH Smith?
Yes 95%
No 5%
Of that 95%: How often do you shop there?
More than once a week 2%
Once a week 17%
Once a month 38%
Less often 43%
Are you a member of its Clubcard loyalty scheme?
Yes 36%
No 64%
For enquiries about OMD Snapshots call 020 7893 4124
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