Allison O'Keefe, Partnership Director at WHSmith North America Media Network, discusses innovative strategies to connect brands in bustling travel hubs. She highlights the unique challenges of engaging consumers in airports and the importance of omni-channel approaches. O'Keefe shares insights into measuring advertising effectiveness and the significance of collaborative marketing efforts for brands. With success stories and the evolution of retail media, she emphasizes how WHSmith differentiates itself in the competitive travel retail space.
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insights INSIGHT
Cutting Through Airport Clutter
Airports are cluttered with screens and messages competing for travelers' attention.
WH Smith Media aims to cut through this by delivering cohesive omni-channel messaging.
insights INSIGHT
Power of In-Store Shopping
Despite digital dominance, over 90% of purchases still happen in physical stores.
WH Smith Media focuses on in-store engagement where buying decisions are made.
insights INSIGHT
SMG's UK Expertise Boosts WH Smith
SMG's UK roots give it deep expertise in in-store retail media.
This partnership helps WH Smith launch a strong, fast media network in North America.
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The CPG Guys are joined in this episode by Alison O'Keefe, Partnership Director at WHSmith North America Media Network, Powered by SMG. WHS Media is the first-ever in-store travel Retail Media Network, connecting brands to consumers across travel hubs in North America.
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