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Brief Published: 26 Oct 2011

John Lewis to Introduce Free Wi-fi


Britain’s largest department store, John Lewis, famous for its motto “never knowingly undersold”, is making it easier than ever for customers to test that theory by offering free Wi-Fi Internet connection in all 35 of its UK stores by Christmas.

Supported by British Telecom's BT Openzone service, the retailer’s latest multi-channel push responds to research showing that 60% of John Lewis customers research a product online before buying in-store.

Following one-off online registration, customers will be able to compare prices, check availability of stock and buy items on their mobile devices. Specialist sales staff, who the brand are referring to as 'digital champions', will be available in every branch helping consumers make the most of the multi-channel experience.

An iPhone app is also currently in the works to make price-comparison even easier.

Look out for our upcoming report on multi-channel retailing next month.

John Lewis