WHSmith adopts new staff communication system
WHSmith is introducing x-hoppers headsets and communications software in over 300 UK stores, following a successful pilot at Manchester Piccadilly station. The rollout begins with 32 key travel locations.
The first site to receive the system is WHSmith’s flagship store at Heathrow Terminal 5, where it is already operational. According to WHSmith, the pilot store saw a sales increase of up to 22% in certain categories after customers used QR codes to request assistance from staff.
How x-hoppers works
x-hoppers, a retail communications platform from Wildix, combines wireless headsets, a web app, and an AI assistant. WHSmith uses it to connect store teams, send alerts and updates, and direct customer and delivery requests to colleagues.
The platform was tested at WHSmith’s Manchester Piccadilly travel store, one of its busiest locations. During the pilot, staff received over 43,000 headset notifications, including store alerts, fridge and freezer monitoring, and QR code requests from customers.
Customers made nearly 1,000 in-store requests for help through QR codes during the pilot. WHSmith said this enabled staff to respond promptly and contributed to stronger sales in selected product categories.
Benefits and expansion
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 rollout is focused on WHSmith’s travel estate, where passenger flows and peak trading periods can put pressure on store teams. The system is also being used to link staff in smaller satellite stores with wider airside broadcasts at Heathrow.
The platform’s practical features, such as connecting with in-store alert systems and allowing scheduled messaging and multi-site broadcasts, influenced WHSmith’s decision to expand the partnership.
WHSmith’s existing IT infrastructure and operating model supported the deployment, reducing disruption during installation and facilitating the wider rollout.
x-hoppers’ embedded AI tools enable 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.
Client list and launch
The agreement adds WHSmith to x-hoppers’ client list, which includes Holland & Barrett, Heron Foods, and Tenby Stores. The platform launched in the UK, US, France, and Germany in 2024.
WHSmith operates over 1,200 stores across more than 30 countries, including over 600 in airports and over 300 in North America. The company’s decision to roll out x-hoppers across its UK stores reflects its commitment to improving customer service and streamlining operations.
