Virgin Mobile to trial WH Smith concessions
Eight outlets to feature specialist stores
Virgin Mobile is to expand its UK high street presence with concessions in eight WH Smith outlets.
Initially as a one-year trial, Virgin Mobile will open specialist shop-in-shop areas, identical to those in Virgin Megastores and Virgin Xpress outlets, in WH Smith stores in prime high street locations.
Staffed by dedicated Virgin Mobile employees, the initial eight stores will be in Croydon, Leicester, Leeds, Tunbridge Wells, Birmingham, Coventry, York and Guildford. The trial starts in October, with Virgin Mobile having the option to roll out the concept to more of the 500-store WH Smith chain after a year.
[img r]whsmithcroydon2.jpg[/img]The WH Smith sites have been chosen to complement the existing 130 Virgin Mobile specialist stores in Megastores and Virgin Xpress outlets. Dedicated Virgin Mobile staff have been introduced into 86 of these stores so far, which the company said has increased the numbers of customers being signed up.
Virgin Mobile sales & marketing Director Graeme Hutchinson said: “We are delighted to be expanding our distribution footprint with a great high street name like WH Smith.
“These specialist ‘stores within a store’ will be staffed by Virgin Mobile’s own people providing customers with the exceptional service that marks out Virgin Mobile from its competitors.”
WH Smith is also building on a trial of Costa Coffee outlets in four stores, planning to add cafes to at least 20 outlets.
WH Smith commercial development director Sue Wharton said: “Having identified the opportunity to bring additional products to our customers, we felt there was a natural synergy between our customer offer and coffee shops and mobile phones.
“We are really pleased to have made quick progress working with Costa and Virgin Mobile to bring these products to our customers within a couple of months.”
