Q&A: Graham Dixon, CTO, x-hoppers
Graham Dixon is a transformative technology leader with over 20 years of experience building scalable systems and high-performing teams across retail, telephony and IT. As CTO of x-hoppers, he is architecting the future of in-store communication by connecting frontline retail teams through AI-driven, real-time solutions that eliminate silos, reduce shrink and boost the in-store experience.
Powering smart decisions on the go: x‑hoppers is a complete retail communication solution that combines wireless headsets, smart call points and AI‑powered features to improve customer experience. Powered by Wildix, a leading UCaaS vendor with 20 years of industry experience, x‑hoppers connects store associates to a secure broadcast where they can instantly collaborate and receive incoming calls and notifications, including AI theft-detection alerts, to streamline processes and reduce shrink. With over 250 integrations, including an AI assistant, x‑hoppers cuts training time in half and equips shop assistants with all the tools they need to provide an outstanding in‑store experience.
Can you tell us a bit about how x-hoppers started and what’s so special about the platform?
The idea for x-hoppers came while I was working as Head of Technical Support at Wildix UK. While working with our retail customers, we discovered a real need to bring the power of unified communications to the frontline. And by doing so, we could reduce mundane tasks and free up store colleagues to spend more time on what really matters – the customer.
So, we worked with our in-house R&D department to create a brand-new Wildix product, x-hoppers. It’s the first retail communication solution to connect employees to agentic AI, colleagues and the wider store ecosystem through an easy-to-use headset while also providing rich insights and real-time analytics to managers. This way, both in-store colleagues and management can instantly access information to make better data-driven decisions on the go that improve the in-store experience and drive sales.
What advantage does it add?
First of all, x-hoppers, it’s all about connecting staff to each other and your unique store environment. That means you can integrate it into your current tech stack and use it to complement and speed up your workflows — whatever they may be.
x-hoppers is also completely scalable. Deployment takes as little as a few hours, making it easy to roll out to as many stores as needed. It also gives you detailed statistics and analytics on what’s happening on the shop floor, thanks to unique employee logins and smart notifications from call points, computer vision, self-checkouts and other integrations. This allows you to identify in-store customer patterns and pinpoint what’s working in different stores, allowing you to replicate success across your store estate.
From a colleague perspective, x-hoppers ensures employees are never on their own as they can instantly reach another staff member, whether they’re in the same department, a different floor or a completely separate unit. And if they don’t know who to turn to, our agentic AI-powered assistant can direct them or handle their request.
For example, if the POS system goes down, staff can quickly consult the AI assistant, which can provide troubleshooting instructions, forward the call to the correct contact or even automatically create a support ticket. Add to this the ability to access product, inventory or procedural information on demand, and it’s a total game changer. Employees no longer need to wait for information; they can instantly access and act on it, resolving internal and customer issues faster.
What does implementation actually look like, and how do you measure success?
Good communication is the foundation for success in a number of areas. As a result, we work closely with the retailer to set KPIs on efficiency, sales and even employee wellness. For efficiency, we can track this through response time. For sales, we agree on targeted product lines and track the level of increase. And for staff wellness, we collect staff feedback both pre- and post-implementation. However, many of our customers who use our AI capabilities see instant ROI from day one.
And that’s because of the wealth of information at employees’ fingertips. New employees can walk onto the shop floor with just the headset and instantly speak to their colleagues or the AI, which can be used for quick queries or to learn about specific products or protocols. This alone can cut training time by up to 50%. No more struggling to find cover so a staff member can complete their Challenge 25 training on the one computer in the backroom. x-hoppers can link to the HR system to send voice reminders and even offer training over the headset, ensuring employees never miss a deadline and stay compliant.
Add to that the other benefits of real-time communication, such as successfully implementing product recalls across your entire store estate, and you can see how the system sets stores up for success across multiple distinct metrics.
How are retailers using your systems, and what does best practice look like?
In my experience, best practice is uncovering your unique needs and working out how x-hoppers can improve efficiencies in your current workflow. For example, we’ve worked with a grocery retailer recently whose IT department was completely overwhelmed with irrelevant calls and requests from store colleagues. After understanding that employees were treating the number as a general helpdesk, we redirected them to the AI assistant, which can both assist them with common issues and also redirect them to the correct contact. So instead of calling IT to order a new uniform, a store colleague now has a quick chat with the AI assistant and is seamlessly transferred to HR. This resolves issues faster and also takes pressure off the IT team, allowing them to focus on their workload. It’s a win-win for both teams.
Are there other companies you partner with?
Yes. We work with integration partners and have over 250 ready-to-go integrations, but since x-hoppers has open APIs, we can also integrate with practically any IoT device or system, including proprietary systems. For example, we have integrated with task management systems, CRMs, smart shelves, self-checkouts and even simple doorbells. With x-hoppers, it’s all about connecting staff to each other and your unique store environment.
What challenges and opportunities do you see in UK retail for 2025? How will you address these challenges and turn them into successes?
The simple answer? Store colleagues. Because what really sets brick-and-mortar stores apart, other than instant access to products, is store colleagues. Customers go to stores to get advice and answers that they can’t get from a chatbot. And since colleagues have a million and one tasks to do, we need to find ways to automate the most mundane ones and equip employees with the knowledge they need to meet constantly evolving customer expectations.
Here, agentic AI can make the biggest difference, but it has to be deployed in a way that solves real problems store colleagues face, otherwise it won’t deliver on its promise. But for retailers that aren’t sure how to do this, we’re here to help.
What is on the horizon for you as a company?
We have our own in-house R&D department, and as a result, we are constantly developing the platform and adapting to new technologies. The most exciting thing is that since our subscriptions cover both software and hardware, our customers get instant access to any new feature we add to the solution at no additional cost. This means that as we grow and adapt to market trends, we help our customers do the same.
Any final thoughts?
Whatever technology you choose to add to your store, don’t do it just because it’s a trend. Make sure you choose a technology partner that understands your struggles and shares your vision. Because if it doesn’t fit into your tech stack or workflows, you’ll never get the full value of your investment.
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To find out how x-hoppers can help your retail operation, visit them online here.
