WHSmith Deploys Wildix x-hoppers Platform Across 300+ UK Stores After Pilot

WHSmith is rolling out x-hoppers, an AI-powered retail communication platform from Wildix, across more than 300 UK stores, beginning with 32 priority locations. The first of these, the flagship store at Heathrow Terminal 5, is now live. Retail Technology Innovation Hub reported the partnership on October 28, 2026.

How the x-hoppers Pilot Worked at WHSmith

WHSmith selected x-hoppers to give store teams wireless headsets, a web app for head office and an AI-powered assistant. The pilot began in late 2025 at Manchester Piccadilly station, one of WHSmith's busiest travel locations. More than 43,000 smart notifications have been delivered to colleagues' headsets, covering store alerts, fridge and freezer monitoring, scheduled team updates and customer QR code alerts.

QR code notifications let customers request help on the spot, and the same codes let delivery drivers contact store teams directly. Over the pilot, customers made almost 1,000 requests for help via QR codes. Compared with before x-hoppers was installed, WHSmith has seen QR codes deliver a sales uplift of up to 22% in key categories.

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."

Graham Dixon, CTO at x-hoppers, said: "Seeing WHSmith achieve up to +22% sales uplift in the pilot and move to a roll-out across more than 300 stores shows the real, measurable value of uniting people, systems and AI on one platform."

WHSmith's Travel Retail Footprint

According to akta.pro company records, WHSmith operates more than 1,200 stores across 30+ countries, spanning the UK, North America and Rest of World markets. The same records show full-year 2025 revenue of £1.55 billion, up 5% year-on-year, and FY26 first-half revenue of £748 million, up 5% year-over-year, with headline profit before tax of £3 million.

Earlier WHSmith Store Partnerships

In September 2026, WHSmith and SOLUM announced a partnership deploying electronic shelf labels across UK travel stores, starting at Heathrow flagship locations, using SOLUM's Newton PRO label for high footfall environments, Retail Technology Innovation Hub reported. In August 2026, Starlight, a UK healthcare charity, announced a partnership with WHSmith to provide therapeutic play resources for children in hospitals, Toy World Magazine reported. Also in August 2026, WHSmith sold its North American fashion resort stores to luxury menswear brand Maceoo, acquiring around 13 stores located in several U.S. states, Retail-week reported.