BT has snapped up eight shopping centres around the UK in the free WiFi wars, hitting Bristol, Manchester, Scarborough, Cambridge, Cwmbran, Washington, Colchester and Petersfield.
The tie-up between BT Wi-fi and PRUPIM property group starts on April 17 in The Mall at Cribbs Causeway, Bristol, before rolling out to the other locations over the next few weeks.
The full list covers Manchester Arndale, The Mall at Cribbs Causeway, Bristol, The Brunswick Centre in Scarborough, The Grafton Centre in Cambridge, Cwmbran Shopping Centre, The Galleries in Washington, Tyne and Wear, Culver Square Shopping Centre in Colchester and Rams Walk Shopping Centre in Petersfield.
Read more about BT Wi-fiAndy Baker, CEO of BT Wi-fi, said: “More and more shoppers are using WiFi enabled devices to log onto the internet via BT Wi-fi. Our research shows that 52 per cent of people now use a tablet or smartphone when shopping.
“We already operate the largest WiFi network in the UK, with more than 4.5 million hotspots, and our new partnership with PRUPIM brings this valued service to an even bigger audience, offering even greater levels of service for shoppers enjoying a day out.”
BT claims the new free WiFi hotspots will reach more than 118 million shoppers, and add to the 4.5m BT Wifi hotspots already active around the UK.
John Duxbury of PRUPIM said: “Shopping behaviour is changing and retailing is a more interactive experience than ever before.”
BT’s announcement is also notable for containing this golden nugget of marketing-inspired Unglish: “The move was made in response to…an increasingly omni-channel retail marketplace.”