Debenhams rolls out free Wifi in-store

Department store Debenhams has announced that it is to

launch free O2 Wifi throughout of all its 167 stores, which will mark the largest Wifi coverage of any department store in the UK.

The new service will allow customers to use their smartphone and tablets to connect to free Wifi, whenever in store. This will mean that customers will be able to check for sizes and availability in-store using their smartphones, and if it isn’t on the rail, they can scan the barcode and order it instantly for home delivery.

The move, which effectively heralds the end of online versus in-store shopping by bringing the two together, is the retailers aim to capitalise on the strength of its m-commerce offering as transactions taken via mobile phones currently account for 20 per cent of its total revenue.

The service was expanded across all Debenhams stores in the UK after a successful trial in three of its stores, which found customers also used the service to check online product reviews and receive discounts. In addition, the retailer also saw a large uptake of its app, which has now had more than one million downloads and 250,000 barcode scans in store via the app.

Debenhams Director, Simon Forster, said: “We’re seeing the shape of shopping in the future emerging right before our eyes. With over one million customers already with our app on their phones, free Wifi in stores has the potential to transform how people shop.”

Gavin Franks, Managing Director of O2 Wifi, said of the partnership: “O2 Wifi has announced partnerships with leading brands in 2012. We are delighted to add Debenhams to our growing portfolio. Debenhams have realised the power of using in-store connectivity as a basis to bring innovative services to customers.”

To enable the Wifi, shoppers need to register to the 02 network, enabling them to use the service whenever they are in range without having to be on the provider’s tariff.