WHSmith, a global travel essential retailer, is deploying x-hoppers, an AI-powered retail communication platform from Wildix, across 300-plus U.K stores.
The first phase includes 32 priority locations, including the brand’s flagship at Heathrow Terminal 5, which is now live.
The full rollout comes following a successful pilot that began in late 2025 at Manchester Piccadilly station, one of the brand’s busiest travel locations., according to a press release.
WHSmith selected x-hoppers to support store teams with a communication platform of wireless headsets, a web app for head office and an AI-powered assistant.
For customers, that means quicker help at checkout and on the shop floor. For colleagues, it means one channel keeping everyone connected.
“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,” Karl Stakes, director of operations at WHSmith, said in the release.
WHSmith operates more than 1,200 stores across over 30 countries worldwide, and has over 600 stores primarily across the world’s leading airports. This includes more than 300 stores in North America.
