Tesco, the UK supermarket chain, is rolling out free Wi-Fi in all of its stores in the United Kingdom. Tesco is working with O2 for the network rollout and maintenance. People who have Tesco Clubcards get unlimited access to the network; those who do not own a Clubcard get 15 minutes of free access every 24 hours. Free Wi-Fi is the latest amenity that retail chains are offering to their customers. John Lewis, a UK department store, is also deploying Wi-Fi service (using BT Openzone) in its stores.
Free Wi-Fi in stores is a huge improvement to the shopping experience. When I am in a store and I want to look at reviews of products (especially beauty and skincare) and compare prices, I can do so immediately on my tablet or smartphone. For stores, the incentive to providing free Wi-Fi is to allow the customer to take advantage of special offers or to sign up for daily/weekly deals.