WHSmith has launched a new AI-powered retail assistant designed to help travellers make quicker and more confident purchasing decisions in airport stores.
The retailer has rolled out the pilot at its InMotion stores in Melbourne Airport, in partnership with Melbourne Airport, The Mercurius Group and AI Consulting Group.
The tool, named IMo, is now live at the InMotion store in Terminal 1 Pier B Airside and Terminal 3 Mezzanine.
Customers can access the assistant by scanning a QR code in-store, allowing them to chat with IMo directly from their phone while browsing. After answering a few simple questions, shoppers receive personalised product recommendations based on their needs.
WHSmith said the tool is designed to reduce friction in busy airport environments, where customers are often time-pressed and looking to make quick, high-intent purchases.
IMo is positioned as a product-informed digital assistant that is always available and easy to use. Its name is a play on both InMotion and “in my opinion”, reflecting its role as a helpful guide for customers navigating technology purchases.
The pilot will focus on analysing real customer behaviour, including how travellers interact with AI in a live retail setting, the questions they ask and where digital tools can improve decision-making at the point of purchase.
Melbourne Airport is supporting the launch across six billboard sites, as well as through in-store signage and shelf-level QR touchpoints designed to encourage customer engagement.
WHSmith Australia managing director Carl Hargrave said: “IMo reflects our continued focus on innovation within travel retail and our commitment to enhancing the customer experience.
“In an airport environment, customers are often time-pressured and making quick, high-intent purchasing decisions, so there is a real opportunity to support them with clearer, more immediate guidance.
“As technology evolves, we see a clear opportunity to integrate digital solutions that complement our store teams and make shopping easier and more intuitive for travellers.”
WHSmith said insights from the pilot, including learnings on passenger engagement and interaction patterns, will help shape the future role of AI across its retail network.
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