WHSmith has rolled out a digital voucher service across all UK stores as it removes paper vouchers from its supply chain to reduce its environmental impact.

In a partnership with payment specialist PayPoint, the rolled out includes both assisted and self-checkout point-of-sale systems.

The technology sees vouchers delivered in seconds via SMS or email, with the company describing the move as providing the vital link between screen and store as each is unique and fully traceable from issuance to redemption.

The integration will also enable the firm to measure the effectiveness of online marketing to drive new product introduction, sampling, and sales promotions.

Digital voucher services are increasingly being adopted across the UK as part of broader digital transformation developments.

The PayPoint service, called i-movo, is used by various retailers and publishers to offer digital vouchers as an alternative to traditional paper voucher, including The Guardian, The i Paper and Daily Mail.

Government agencies such as The Department for Work and Pensions (DWP) also use i-movo to distribute benefits to individuals who may not have access to mainstream financial products.

Other British companies providing digital voucher services include VoucherCodes, Love2Shop and HighStreetVouchers.

WHSmith becomes the first UK retailer to implement the i-movo service across both assisted and self-checkout point-of-sale systems. The move will increase i-movo coverage to 61,500 points-of-sale in 77 per cent of UK post codes.

Lyndon Hearn, chief Information officer, WHSmith said: “WHSmith is committed to delivering fast and convenient store experiences for our customers, while also continually reducing our impact on the environment.”

The move comes after WHSmith announced last week that it had sold its UK High Street business to retail investment boutique Modella Capital as it looks to become a pure play global travel retailer.

The retailer said that the sale, valued at £76 million in cash and debt-free, will it to focus on expanding its travel division, which has become a “substantial driver” of the company's revenues and profits.

WHSmith's travel division will continue to operate under the WHSmith brand in 32 countries, with a strong presence in major airports, hospitals and railway stations.

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