x-hoppers, a retail communication platform powered by AI from Wildix, has made headlines by partnering with WHSmith after a successful trial period. The retailer is now set to implement this innovative platform in over 300 stores across the UK, beginning with 32 key locations. One of the first to come online is WHSmith’s prominent store at Heathrow Airport, Terminal 5.
The decision to collaborate with x-hoppers was driven by WHSmith’s desire to enhance communication among its store teams through the use of wireless headsets, a web application for headquarters, and an AI assistant. The pilot program started in late 2025 at Manchester Piccadilly station, which is one of WHSmith’s busiest locations when it comes to travel. During this trial, the system delivered over 43,000 helpful notifications to staff headsets, covering everything from store alerts and equipment monitoring to essential team updates and customer inquiries via QR codes. This comprehensive system aims to streamline communication and lessen the dependence on traditional manual processes.
In addition to providing assistance to staff, the QR code notifications allow customers to ask for help right away, ensuring teams can respond quickly to their needs. These codes also facilitate direct communication between delivery drivers and store staff, helping to reduce any delays during drop-offs and can be customized for specific store operations.
Throughout the pilot, nearly 1,000 requests for help were made by customers using the QR codes. WHSmith reported a sales increase of up to 22% in key categories since the introduction of x-hoppers, when compared to previous figures.
Karl Stakes, WHSmith’s Director of Operations, commented, “It’s essential for our team to assist customers promptly, especially during busy times. With x-hoppers, our staff remains connected and customers receive help much faster. The pilot demonstrated its potential, and we’re excited to roll it out further.”
Graham Dixon, CTO at x-hoppers, added, “Our platform is designed to enhance the connectivity and effectiveness of retail teams. Seeing WHSmith achieve significant sales growth during the pilot demonstrates the true value of integrating people, systems, and AI on one platform.”
In other news, the upcoming 2026 RTIH Innovation Awards will highlight AI as a key theme. These awards recognize groundbreaking retail technology innovations in today’s fast-paced omnichannel market. The entry period has now closed, and the winners will be announced at a ceremony on November 4th at The HAC in Central London. This year’s event saw a record number of submissions, showcasing remarkable technological advancements transforming the global retail landscape.
Congratulations to all participants who made it past the initial submission stage! The final decision will be in the hands of our panel of esteemed judges, who will reveal the winners at the awards ceremony. The event will include a drinks reception, a three-course dinner, and an awards presentation hosted by the talented Aurie Styla, followed by an after-party until the early hours.
