Bright.Blue - WHSmith - Connected Retail Network

CONFIDENTIAL

Building the World’s Largest Connected Retail Network July 2025

Partnership with:

Connected Retail: The Future of Travel Commerce £50B+

8.5%

Global Market

CAGR

Unattended Retail Market by 2030

Airport Retail Growth Rate

£15B

£400B+

Travel Advertising

Online Commerce

Digital Advertising in Travel Market

Online & Subscription Commerce Market

A Strategic Channel for Growth ✈ Existing WHSmith Airport Presence Immediate competitive advantage with established relationships and infrastructure across 30+ Countries

🏆 Become Premier Brand for Connected Automated Retail First-mover advantage in the £50B+ unattended retail market, £400B+ online retail market and £15B travel advertising market

🌐 Unified Customer Experience Across the World Seamless WHSmith brand experience from pre-travel to post-travel across all retail touchpoints

🕸 Scale to Thousands of Distribution Endpoints With minimal capital investment and maximum placement & relocation flexibility based on performance

📈 Incremental Revenue via Multiple Monetisation Streams Through unattended retail, online retail, subscriptions, retail media, advertising and experiential marketing

👤 Revolutionise Customer Lifetime Value From £5-10 per transaction to £1,500+ annual value

🚀 Dominate the Future of Travel Retail With AI-powered, IoT-connected, media-enabled solutions powered by

Designed to Be Seen. Built to Sell Beautiful, Retail-Grade Hardware that Showcases WHSmith’s Identity and Premium Product Mix

One Brand. One Standard. Everywhere Bright.Blue Helps Bring WHSmith’s Trusted Identity to Life Globally — Unified, Modern, Unmistakably WHSmith

Deploy Fast. Scale Globally. Exit Easily Launch in Thousands of Locations with Low CapEx, Low OpEx - Drop It In. Switch It On. Scale or Walk Away

Physical to Digital Retail From On-The-Spot Purchases to Lifetime Customer Value — Online Retail, Delivery, Subscriptions

Beyond Sales: Monetisation at Every Layer From Product Sales to Advertising, Brand Activations to Data Insights — Every Touchpoint Becomes a Monetisation Opportunity Physical Retail

Online Retail

Media & Advertising

Brand Activations

Data Analytics

Programmatic Monetisation

Unified Technology. Unified Operations. Global Scale A Single Platform Powering WHSmith’s Global Footprint — Integrated Technology, Unified Experience, Infinite Scalability

Cloud Software

eCommerce Platform

Integrated Payments

CMS Ad Platform

IoT Hardware

Real-Time Analytics

The Perfect Launchpad WHSmith can acquire Selecta’s MAG contract and double its value with Bright.Blue’s monetisation engine.

�� 3 Major UK Airports: Manchester, Stansted, East Midlands �� 61.3m Passengers Served: FY24 Figures 5 Product Categories: Snacks, Beverages, Travel Essentials, Staff ��

Contract Value £5M+ annual revenue potential (Selecta's projection) 40%+ revenue uplift with Bright.Blue retail technology

Simple Investment & Return Summary Indicative investment with exceptional ROI potential — driven by platform intelligence, scale, media, and brand monetisation.

Item

Amount

Total Investment

£8.4M (Indicative value based on Selecta’s current guidance)

Projected Annual Revenue

£7M+ (Assumes 40% uplift vs. Selecta’s baseline)

Media & Campaign Revenue

£1.7M+ Per Annum

5-Year Uplift Potential

£10M+ (Conservative estimates)

Note: This document is exploratory in nature and represents a non-binding business case for discussion purposes only. All financial projections, terms, and strategic outcomes are subject to further negotiation and agreement between all parties involved.

The WHSmith Advantage: Why This Model Wins

This contract becomes significantly more profitable with WHSmith and Bright.Blue because of:

💷 Higher Margins: WHSmith has lower operating costs and stronger gross margins than Selecta. 🛒 Higher Basket Size: Trusted brand enables broader product range and higher spend per transaction. 📺 Media Monetisation: Monetise advertising, brand activations, and digital revenue streams previously untapped. ✈ Operational Synergy: WHSmith is already embedded in airports, efficient central operations 🤖 Platform Intelligence: Bright.Blue’s AI-driven tools drive upsell, cross-sell, and repeat purchase

From One Contract to a Global Footprint Current Opportunity Selecta holds major airport vending contracts (Madrid, Paris, Oslo and more) New ownership is open to transferring these contracts

Why it Works for WHSmith ✈ Instant access to high-value airport sites 🤝 Strong synergy with WHSmith’s existing airport presence ⚡ Quick wins through infrastructure, efficiency and brand trust 🚀 Huge upside by combining WHSmith + Bright.Blue platform 💷 Great value return from contract acquisition

Next Steps

UK | Europe | US | Global Expansion

PHASE 1 (2025) Deploy the MAG Group contract Integrate Bright.Blue x WHSmith technology and operations Track and Monitor KPI

PHASE 2 (2026) Expansion to other European Airport Hubs, leveraging Selecta’s current network Explore new locations via tenders and existing WHSmith contracts EU | UK | US

P H A S E 3 ( 2 0 2 7+ ) Global expansion

Thank You