Tesco is planning to offer customers free Wi-Fi in stores across the UK, possibly the first such move by a supermarket chain operating in Britain. It’s hoped that providing free internet access will help bolster domestic sales.
Providing free W-Fi will encourage shoppers to compare prices and read product reviews while shopping, which Tesco hopes will lead to higher conversion rates and greater customer loyalty. Mike McNamara, Tesco’s chief information officer, said of consumers already using mobile price comparison technology,
“You can stand Canute-like and pretend nothing is happening…or you can say it’s happening, and I am going to help it happen.”
Free Wi-Fi will initially be piloted in four select Tesco stores, and if successful will be rolled out nationwide across Britain.
Tesco has already developed mobile apps for the iPhone, and Android, Nokia and Windows Phone 7 devices. These apps allows customers check their Clubcard points, or scan and order any product online from Tesco, regardless of retailer.