When buyers ask AI about book and travel retail, WHSmith is named in 6 of 6 answers.
We put 6 real buyer questions to Claude and read every answer. No brand is named more often.
The one idea AI attaches to WHSmith.
Read from the 6 answers that named WHSmith.
AI links WHSmith with this more than any other theme, and rarely credits it for one-stop airport shop. The full report shows the exact wording from each answer.
WHSmith leads. Hudson is next.
Top brands named across the same 6 answers, ranked by share of answers. Average position is where each brand lands in the answer.
- 01 WHSmithYou 100% #1.0
- 02 Hudson 67% #2.0
- 03 Waterstones 67% #2.8
- 04 Smyths Toys 17% #2.0
- 05 Boots 17% #3.0
- 06 Marks & Spencer 17% #3.0
WHSmith loses most when buyers are asking which brand to buy.
All 6 answers, grouped by what the buyer was trying to do. The full report shows which gaps to close first, and how.
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Asking which brand to buy2 of 2
-
Comparing brands1 of 1
-
Shopping for a specific need1 of 1
-
Asking for someone like them1 of 1
-
Deciding what to look for1 of 1
recommending others
- Which of the 0 websites to get WHSmith onto first
- The questions to win, in the order to win them
- What to publish on WHSmith's own site and Instagram
We read 6 answers. You have seen 0 of them.
The rest stays sealed until you open the full report: every brand AI named, every answer word for word, and what to change.
Seven posts, scored on five things.
Read from their seven most recent posts. Each one is scored out of 100 below, with what we saw behind the number.
- 01Visual identity
- 02Hook strength
- 03Format range
- 04Captions & CTAs
- 05Cadence
Where the feed is strong, and where it leaks.
Scores are relative to the posts analysed, not to competitors. That comparison is in the full report.
A 6-colour palette held across 7 posts (consistency 0.24). Recurring marks: Smithy the mascot as a recurring character, bold uppercase headline on a solid colour field.
Your best post earns 0.2% engagement; the median post 0.0%. The one that landed opened with “Slayed at my first pride event”.
3 reels, 1 image, 1 carousel across 5 posts.
0 of 5 captions ask the reader to do anything. 0–3 hashtags per post. 27 words on average.
1.0 posts a week between 23 Aug and 28 Sept. Less than one post a week.
Your best post earned 136× the engagement of your weakest.
Ranked by engagement rate. What each one did differently is read from the frame and the caption.
All 5 posts, by engagement rate.
One bar per post, in the order they went out. Hover a bar to see its date and rate.
“Slayed at my first pride event”, 0.2% ER.
“Got my cousin Noel a new gig...”, 0.0% ER.
What makes a post recognisably yours.
Extracted from the frames and captions, not from a brief.
Look
A single bold subject or headline sits centred on a flat colour or a tidy store backdrop, with the product carrying the frame.
Voice
“Written like a friendly bear with a sense of humour who is chatting to followers from the shop floor.”
Recurring marks
- 01Smithy the mascot as a recurring character
- 02bold uppercase headline on a solid colour field
- 03navy blue and white as the core brand colours
What the accounts competing for your audience are doing that you are not.
The scorecard tells you where you stand. The full report tells you against whom, and what to post next week.
See everything else Nayavo doesWhen buyers ask AI about book and travel retail, WHSmith is named in 6 of 6 answers.
WHSmith leads. Hudson is next.
- 01 WHSmith YOU 100% #1.0
- 02 Hudson 67% #2.0
- 03 Waterstones 67% #2.8
- 04 Smyths Toys 17% #2.0
- 05 Boots 17% #3.0
- 06 Marks & Spencer 17% #3.0
Every kind of question, and how often AI named you.
- Asking which brand to buy2 of 2
- Comparing brands1 of 1
- Shopping for a specific need1 of 1
- Asking for someone like them1 of 1
- Deciding what to look for1 of 1
We read 6 answers. You have seen no.
Seven posts, scored on five things.
Visual identityPalette, layout, marks 24
A 6-colour palette held across 7 posts (consistency 0.24). Recurring marks: Smithy the mascot as a recurring character, bold uppercase headline on a solid colour field.
Fix in full reportHook strengthBest post vs. median 1
Your best post earns 0.2% engagement; the median post 0.0%. The one that landed opened with “Slayed at my first pride event”.
Hook formulasFormat rangeReel · Carousel · Image 89
3 reels, 1 image, 1 carousel across 5 posts.
Formats to testCaptions & CTAsAsks, hashtags, length 22
0 of 5 captions ask the reader to do anything. 0–3 hashtags per post. 27 words on average.
CTA templatesCadencePosts per week 30
1.0 posts a week between 23 Aug and 28 Sept. Less than one post a week.
Best posting windowsYour best post earned 136× the engagement of your weakest.
#1 · 0.2%
A single bold subject or headline sits centred on a flat colour or a tidy store backdrop, with the product carrying the frame.
“Written like a friendly bear with a sense of humour who is chatting to followers from the shop floor.”