The WHSmith Sales Assistant role is a vital customer-facing position that keeps the retail operation running smoothly. As one of the UK’s most recognisable high street brands, WHSmith offers opportunities to work in airports, train stations, hospitals, and high street stores. Sales Assistants are responsible for customer service, merchandising, stock replenishment, and keeping the store clean and presentable.
The salary for a WHSmith Sales Assistant typically ranges between £8.60 to £11.50 per hour, depending on location, experience, and shift timings (e.g., night or weekend shifts may offer premiums). While the role is fast-paced, it’s ideal for those who enjoy retail, are great with people, and have a positive, can-do attitude.
To help you prepare for your interview, here are 20 commonly asked WHSmith Sales Assistant interview questions and how to answer them effectively.
1. Tell us about yourself.
This is your elevator pitch. Focus on relevant customer service experience, communication skills, and your interest in retail.
Example Answer:
“I’ve worked in customer-facing roles for the past two years and have always enjoyed helping people. I’m friendly, organised, and quick to learn. I’m particularly interested in WHSmith because I admire your long-standing reputation on the high street and your diverse store formats.”
2. Why do you want to work for WHSmith?
Show your enthusiasm and knowledge of the brand.
Example Answer:
“I’ve always been a customer at WHSmith, and I value your product range and helpful staff. I admire how WHSmith has evolved, especially in transport hubs, and I’d be proud to be part of a company with such a strong legacy.”
3. What does great customer service mean to you?
Link your answer to WHSmith’s values.
Example Answer:
“Great customer service means being approachable, listening actively, resolving issues quickly, and always going the extra mile to make the customer’s day better.”
4. Can you describe a time you handled a difficult customer?
Use the STAR method: Situation, Task, Action, Result.
Example Answer:
“At my last job, a customer was frustrated about a missing product. I listened, apologised, and offered alternatives. They left satisfied and even thanked me for staying calm.”
5. How would you deal with shoplifting?
They want to see awareness and professionalism.
Example Answer:
“I would follow company policy—stay calm, avoid confrontation, and immediately notify a manager or security personnel discreetly.”
6. How do you manage working under pressure, especially during peak times?
Retail can be demanding; show you’re adaptable.
Example Answer:
“I stay calm and prioritise tasks. I also communicate with my team to make sure everyone is on the same page and customers are still receiving great service.”
7. Are you comfortable handling cash and using tills?
Show honesty and willingness to learn.
Example Answer:
“Yes, I have experience handling cash and using tills. If your system is different, I’m confident I can pick it up quickly.”
8. What would you do if a customer asked about a product you don’t know?
They’re testing your problem-solving and customer focus.
Example Answer:
“I’d let the customer know I’ll find out and either ask a colleague or check the stock system. I’d make sure I follow up with a clear answer.”
9. Describe a time you worked in a team.
Emphasise communication and cooperation.
Example Answer:
“In my last job, we had to prepare for a major sale event. I worked closely with my team to restock and set up displays, and we hit our sales target that week.”
10. How would you keep the store looking its best?
They want a sense of responsibility.
Example Answer:
“I’d make sure shelves are tidy and well-stocked, remove any litter, and follow visual merchandising guidelines.”
11. Are you flexible with working hours, including weekends and holidays?
Be honest but show willingness.
Example Answer:
“Yes, I understand retail needs flexibility, and I’m happy to work weekends and holidays if needed.”
12. What would you do if you noticed a colleague not following company policy?
Balance professionalism and integrity.
Example Answer:
“I’d discreetly bring it to a manager’s attention rather than confront the colleague directly. It’s important to maintain store standards.”
13. How do you prioritise tasks when it’s busy?
Organisation is key here.
Example Answer:
“I’d focus on urgent customer needs first, then keep replenishing stock and tidying as time allows. I’d also ask a manager if unsure.”
14. Tell me about a time you received positive feedback.
Show you’ve made an impact.
Example Answer:
“A customer once emailed my manager to thank me for helping her find everything on her school supplies list. That recognition really motivated me.”
15. How would you upsell a product?
They want to see persuasive, helpful service.
Example Answer:
“If a customer’s buying a notebook, I might suggest pens or folders that match. It’s about adding value without being pushy.”
16. What do you know about WHSmith’s product range?
Do your research.
Example Answer:
“WHSmith sells books, stationery, magazines, snacks, tech accessories, travel essentials, and more—especially in airport and train station stores.”
17. How do you stay motivated during quiet periods?
Retail work can vary in pace.
Example Answer:
“I use quiet times to tidy up, restock, and check displays. Staying proactive helps the day go faster and keeps the store in top shape.”
18. Have you ever missed a shift? How did you handle it?
Be honest but responsible.
Example Answer:
“Once I was ill and couldn’t work. I called my manager in advance and arranged cover, and I followed up to make sure everything went smoothly.”
19. What are your strengths relevant to this role?
Match your skills to the job.
Example Answer:
“I’m reliable, polite, and quick to adapt. I enjoy working with people and can stay calm even when it’s busy.”
20. Do you have any questions for us?
Always ask something!
Example Answer:
“Yes, could you tell me about the team I’d be working with and what a typical day looks like here?”
Final Tips to Ace Your WHSmith Interview
Interviewing for a Sales Assistant role at WHSmith is your chance to show your enthusiasm, communication skills, and reliability. Here are some last-minute coaching tips:
Dress smartly even if the role is casual.
Be on time—arrive at least 10 minutes early.
Smile and stay positive—retail employers value friendliness.
Research the store—know its products, services, and customer base.
Practice your answers aloud so you sound natural.
Above all, remember: you don’t have to be perfect—just professional, prepared, and personable.
