O2 WiFi goes free in Debenhams department stores with discounts, online ordering and home delivery.
The network’s expansion into 167 shops is being used to push the Debenhams shopping app, which turns every store into a showroom for online shopping.
The Debenhams O2 WiFi will be free to all customers, and will encourage users to download the shop’s iPhone and Android 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.”
The app can be used to check for clothing sizes, and if a size isn’t on the rail, customers can scan the barcode and order it instantly for home delivery.
Barcode scans also reveal a precise description of the product, details of its manufacturer, the colours and in-store availability.
They’ll be able to send item details to friends, and see other customers’ reviews, receive discount vouchers, and arrange for bulky goods to be delivered direct to home.
It also includes maps for every store to help customers find the department and item they want.
The WiFi launch follows a trial run with O2 in three Debenhams stores in the UK. Customers only need register to O2 Wifi once and they will then be automatically connected whenever they are in range.
Gavin Franks, MD of O2 Wifi, said: “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.”