Tesco is rolling out free WiFi across hundreds of stores to help customers compare prices and read reviews of products. Thanks to the proliferation of smartphones, online and in-store shopping is starting to become truly multi-channel, as the once separate channels blend.

The supermarket giant is currently trialling the service in four stores, but expects to expand it across its 2,700 UK sites. Tesco’s chief information officers said customers were already using smartphones in-store to check prices.

James Scott, MD EMEA at ChannelAdvisor, the e-commerce specialist, believes that retailers should follow Tesco’s lead in focusing their efforts on delivering value and convenience for the customer: “We are encouraged by this announcement from Tesco. We still hear stories of some retailers deliberating blocking in-store internet access or covering up barcodes on products to prevent shoppers from checking online prices using their mobile phones. This is clearly short-sighted and ultimately will drive customers elsewhere. Tesco is clearly showing the initiative and putting their customers first.”

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