WHSmith convenience store at Fleet Northbound, positioned along the walkway between the entrance and food court, so customers pass it. WHSmith is frequently noted as a basic facility, common with almost all UK Motorway Services, so customers would expect to find it here without being informed. This is the reason WHSmith is neither signposted from the M3 Northbound, or advertised much around the site. WHSmith opened in around 2008/9, replacing a Welcome Break own-brand convenience store. WHSmith was downsized when Waitrose opened in 2012 next door. This created competition between two brands when, for around 3 years, WHSmith took all the shopping trade as it was the only shop at Fleet North. WHSmith is operated by Welcome Break under a franchise agreement with WHSmith and by using a high street name as opposed to an own-brand shop, customers have more of an idea what to expect as it’s a recognisable high street name. WHS largely sell travel goods and snacks, at significantly inflated prices compared to high street branches. This is done as WHSmith recognise they will be in demand at services, but may also put customers off, so some go to Waitrose instead as it’s better value for money. WHSmith is home to Jolly Rancher slush, F’real milkshakes, Rollover and a Krispy Kreme cabinet, so offering many small concessions makes WHSmith more essential. WHSmith are also typically the key holders of showers and disabled toilet facilities at motorway services. WHSmith was moderately busy during my visit, being slightly quieter than the site itself.

Photo taken on 22/07/2023 by Tom Moon.

Assigned to galleries: Fleet, WHSmith, M3, Welcome Break