WHSmith rolls out x-hoppers across more than 300 UK stores

WHSmith is rolling out x-hoppers headsets and communications software across more than 300 UK stores after a pilot at Manchester Piccadilly station. The expansion starts with 32 priority travel locations.

The first site is the retailer's flagship store at Heathrow Terminal 5, where the system is already live. According to WHSmith, the pilot store recorded a sales uplift of up to 22% in key categories after customers used QR codes to request help from staff on the shop floor.

x-hoppers, a retail communications platform from Wildix, combines wireless headsets, a web app and an AI assistant. WHSmith is using it to connect store teams, send alerts and updates, and route customer and delivery requests directly to colleagues.

The platform was tested at WHSmith's Manchester Piccadilly travel store, one of its busiest locations. During the pilot, staff received more than 43,000 headset notifications, including store alerts, fridge and freezer monitoring, scheduled team messages and QR code requests from customers.

Over that period, customers made almost 1,000 in-store requests for help through QR codes. WHSmith said this enabled staff to respond at the point of need and contributed to stronger sales in selected product categories.

The same QR code system also allows delivery drivers to contact store teams directly, helping to reduce delays at drop-off points. The platform can also be adapted for different store workflows.

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."

Travel focus

The rollout is centred on WHSmith's travel estate, where passenger flows and peak trading periods can put pressure on store teams. The group operates more than 1,200 stores across more than 30 countries, including more than 600 in airports and more than 300 in North America.

At Heathrow, the system is also being used to link staff in smaller satellite stores with wider airside broadcasts. This means teams in separate units can receive the same operational messages as the main store.

A range of practical features influenced WHSmith's decision to expand the partnership. Alongside the headsets, the platform connects with in-store alert systems, allowing teams to receive messages quickly without interrupting other conversations.

Scheduled messaging and multi-site broadcasts are also part of the setup. These functions allow head office and managers to send updates to store teams at set times or across several locations at once.

Pilot to rollout

The Manchester Piccadilly test began in late 2025 and was designed to assess whether a single communications channel could reduce manual processes in busy travel stores. WHSmith said staff used the system for customer service, daily shift handovers and store alerts.

The deployment was built around WHSmith's existing IT infrastructure and operating model, reducing disruption during installation and supporting the move to a wider rollout across the estate.

x-hoppers said its embedded AI tools allow WHSmith teams to access multiple store broadcasts and contact specific colleagues directly. Managers can also use data insights from the platform to track activity and support store teams.

The agreement adds WHSmith to an x-hoppers client list that includes Holland & Barrett, Heron Foods and Tenby Stores. The platform launched in the UK, US, France and Germany in 2024.

Graham Dixon, CTO at x-hoppers, said: "x-hoppers was built to make retail teams more connected and effective. 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."