WHSmith is expanding its use of x-hoppers’ AI-powered communications technology across more than 300 UK stores, following a pilot at Manchester Piccadilly station that reported improvements in customer service and store operations, alongside sales increases in selected product categories..
Developed by Wildix, the platform brings together wireless headsets, smart QR code notifications and AI-powered assistance, allowing colleagues to communicate across the shop floor and respond to customer requests. The rollout is starting with 32 priority locations, including WHSmith’s flagship store at Heathrow Terminal 5, where the technology is already live.
The decision to expand follows a pilot launched in late 2025 at Manchester Piccadilly, one of WHSmith’s busiest travel locations. Since its introduction, more than 43,000 notifications have been delivered to colleagues’ headsets, covering everything from customer assistance requests and store alerts to fridge and freezer monitoring and scheduled team updates.
Customers can also scan QR codes to request help directly from store colleagues, with almost 1,000 requests recorded during the trial. According to x-hoppers, WHSmith reported sales increases of up to 22% in selected product categories using the QR code functionality, compared with performance before the technology was introduced.
Karl Stakes, Director of Operations at WHSmith, said: “Our colleagues need to be able to help customers quickly, especially when stores are busy. x-hoppers keeps our teams connected, so customers get help faster and colleagues are never on their own. The pilot showed what it can do, and we’re pleased to be rolling it out.”
As well as connecting colleagues on the shop floor, x-hoppers integrates with WHSmith’s existing store systems, bringing operational alerts, customer requests and internal communications into a single platform. Delivery drivers can use the same QR codes to contact store teams when arriving with stock, while scheduled messaging and broadcasts allow updates to be shared across multiple locations.
At Heathrow Terminal 5, for example, colleagues in smaller satellite stores can now receive the same airside communications as the wider team, keeping teams connected across the site.
The platform also incorporates AI-powered functionality that enables colleagues to access multiple store broadcasts and contact specific team members, while providing managers with operational insights to support day-to-day decision-making.
Graham Dixon, CTO at x-hoppers, said: “Seeing WHSmith achieve up to 22% sales uplift in the pilot and move to a rollout across more than 300 stores shows the real, measurable value of uniting people, systems and AI on one platform.”
