Member Article

Fenwick offer shoppers free wi-fi

Fenwick department stores will introduce free, unlimited wi-fi at its 11 UK outlets, allowing shoppers to compare pricing and reviews.

The move follows retailers such as Debenhams, House of Fraser and Tesco, and will be available throughout Fenwick’s stores, including the cafes and fitting rooms.

BT will provide the service, and has also recently secured a similar deal with GAME, the UK videogames retailer.

Mark Fenwick, chairman, Fenwick Ltd said: “This partnership with BT is an important step in our on-going commitment to provide greater customer service.

Andy Baker, CEO, BT Wi-fi, said: “BT research shows that 44% of shoppers now use their smartphone or tablet while on the move to read product reviews.

“BT Wi-fi is a key enabler of that and we are delighted to be working with Fenwick to marry a traditional shopping trip with digital channels, such as search and social networks, to improve the shopper experience.”

A recent report from Deloitte suggested that instore wi-fi can help to failitate the impulse buy; convert shoppers into buyers; and build data for retailers to use.

The report stated: “Despite the low costs involved, some retailers today are wary about making wi-fi available in their stores. They argue that allowing access to price comparisons or product ratings inside the store can lead to lost sales.

“However, this belief is quickly changing. Retailers are realising that the convenience factor often wins over consumers who, because of the in-store wi-fi, quickly research the information they’re looking for and decide in favour of the store they’re in, even when the shopper brings a lower price to the attention of the store manager.

“And, often, retailers are willing to match prices when the shopper brings a lower price to the attention of the store manager. Thus, for consumers, the immediacy of their in-store experience generally provides a favorable outcome for the retailer.”

This was posted in Bdaily's Members' News section by Tom Keighley .