LONDON - Retailer WHSmith is switching from selling magazine ranges linked to the size of its stores to individual ranges tailored to suit each store's sales profile.
The store profiles have been developed by marketing and distribution company Marketforce over 18 months and will be rolled out over the summer.
The stores will also receive supporting point of sale material to promote their new tailored range.
Marketforce marketing services director Christina Hartley claimed the initiative was "groundbreaking".
The project has been trialled for ten months in 18 WHSmith stores. The chain has 535 stores in total.
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