8x8 launches retail nationwide for shared store devices

8x8 has launched Retail Nationwide in the UK, a communications product for retail teams using shared devices and working across shifts.

It is aimed at stores where staff move around the shop floor rather than work from fixed desks with assigned handsets. Incoming calls can ring on all connected devices, allowing the nearest available employee to answer instead of routing calls to a single phone.

This addresses a common problem in stores, where communications systems are often designed for office use and can leave branch teams hard to reach. That can result in missed calls, uneven customer response and extra work for IT teams managing multiple sites.

Each licence supports one desk phone and up to five shared mobile or tablet devices. Configurations can also be standardised across locations, which 8x8 expects will reduce the time needed to set up communications when new stores open.

Retailers have been looking for ways to support frontline staff handling in-store customers, online orders and customer queries across channels, often with tighter staffing levels. The launch places 8x8 in a market where suppliers are tailoring communications software to the practical needs of distributed store networks rather than office-based workforces.

"UK retailers are managing more complexity with leaner teams than ever with staff helping customers, dealing with online orders, trying to answer queries across multiple channels, and so much more," said Michelle Kelly, Retail Expert at 8x8.

"The communication infrastructure many stores are running on wasn't built for that. It was built for a world where everyone has a desk and phone and has been shoehorned into retail, resulting in a poor employee and customer experience. Retail Nationwide changes all that and has a pricing model that reflects the retail reality," Kelly said.

8x8 also highlighted the product's administrative benefits for businesses operating dozens or hundreds of outlets. Standard settings across branches and support for shared mobile devices are intended to simplify onboarding and remote management for store estates with frequent staff turnover and changing device needs.

Global Telecom Networks, a channel partner working with 8x8 on the product, said retail customers had raised concerns about both access and cost under conventional licensing structures. Those issues can be more acute in sectors where large numbers of workers share devices across shifts.

"What we hear consistently from UK retailers is that their frontline teams are difficult to reach and expensive to equip," said Vipool Umaria, Chief Operations Officer at Global Telecom Networks.

"The licensing model alone creates friction - staff turnover, licences go unused, IT has to keep pace with store changes. Retail Nationwide cuts through all of that. It's a model built around how retail actually staffs and operates and that attention to detail in the industry is why we are working with 8x8," Umaria said.

Broader retail push

Alongside Retail Nationwide, 8x8 is also presenting other retail-focused products tied to post-purchase support and sales interactions. These include Aftersale Assist, which uses self-service tools and one-way video support for after-purchase issues, and Sales Assist, which provides AI-based prompts and insights for sales teams.

It also offers mobile device management integration, support for shared handheld devices, centralised remote configuration across sites and a managed version of its Work app for deployments based on mobile device management systems.

These additions show 8x8 is trying to expand its retail position beyond voice and messaging by linking store communications with customer support and sales tools. For retailers, the pitch is that frontline communications, device management and customer engagement software can sit within the same supplier relationship.

Retail remains a significant test case for communications providers because store operations combine high staff turnover, multiple locations, shared hardware and the need for rapid customer response. In that environment, even small delays in answering calls or rerouting enquiries can affect service levels and sales conversion.

The UK debut of Retail Nationwide reflects pressure on suppliers to build products around how shop floors work in practice. Each licence works with a desk phone plus up to five shared mobile or tablet devices, allowing stores to cover more of the working environment without assigning a separate licence to every employee.