AUSTRALIA. Leading travel retailer WHSmith has teamed up with Melbourne Airport, The Mercurius Group and AI Consulting Group to roll out IMo, an AI-powered retail assistant designed to streamline the airport shopping experience.
Now available at InMotion stores in Melbourne Airport Terminal 1 Pier B Airside and Terminal 3 Mezzanine, the solution enables travellers to access AI-driven shopping support directly from their smartphones via QR code.
The platform delivers real-time assistance and tailored product recommendations, helping simplify the in-store experience and improve shopper confidence.
The digital assistant is positioned as always available, product-informed and easy to use, designed to help customers quickly find the right product for their needs.
Taking its name from a play on InMotion and In My Opinion, IMo reinforces its role as a knowledgeable, on-hand guide for shoppers navigating technology options.
The AI assistant focuses on analysing real-time customer behaviour and traveller interactions within a live retail setting, identifying the questions they ask and where digital tools can best support decision-making in real time.
To highlight the launch, Melbourne Airport has activated IMo across six billboard locations, complemented by in-store signage and shelf-level QR codes that prompt engagement at the point of decision.
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.”
As the pilot develops, insights from passenger engagement and interaction patterns will help determine how AI evolves within WHSmith’s retail network. ✈
