Is it a small activity in 4 stores, or a pilot for a new service all smart retailers will offer? We think the latest news from retail giant Tesco is the pilot of a new approach. Free wi-fi is being rolled out in 4 UK stores. This lets consumers browse while they shop – or in the in-store cafes. It makes the retailer a more comfortable place to spend more time, and also shows that Tesco isn’t frightened of consumers finding the same thing cheaper online elsewhere. In today’s world of blended retailing (where online research fuels offline purchases), brands need to investigate smartly. Chief information officer Mike McNamara is bullish: “You can stand… and pretend nothing is happening – or you can say it’s happening, and I am going to help it happen”. Here’s how it will work …
The trial, a first for UK supermarkets, will be free for all shoppers. The infrastructure is largely in place already as Tesco employees use in-store Wi-Fi in their daily operations.
If the trial proves successful, the service will likely be rolled out across all 2,700 Tesco stores in the UK. Only four stores are involved in the trial process.
Mike McNamara, Tesco’s chief information officer, acknowledged that consumers already use their mobiles to check prices. “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.”
Commenting on the likelihood of the service being rolled out across the UK, Mike said: “My guess is it will go to all stores,” but added: “if you sit there streaming video forever, we may switch it off.”
