Shelf Awareness
British bookstore chain WH Smith "has opened the first stores of a new-concept bookshop line in airport terminals, targeting more affluent buyers," the Bookseller reported. TheBookshop by WH Smith launched at Heathrow Terminal 5 before Christmas, and another store recently opened in Edinburgh Airport."Surrounded by high-end luxury stores in Terminal 5, the company's new shop features a 'luxury book' section selling expensive coffee-table books, as well as a gift book section," the Bookseller wrote, adding that the branding for the shop "contrasts with the current WH Smith look, using white letters on a black background as opposed to the company's signature white type on a blue background."
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