Tesco just announced it will make free Wi-Fi available for all Clubcard members in all Tesco Extra stores, not long after John Lewis announced its free Wi-Fi service availability.
One benefit is that shoppers will be able to do online price comparisons before they buy in the store. Another is that they will be able to check for consumer reviews, look at accessories and complementary products, browse brand web sites, and then be in a position to make more informed decisions.
Will Wi-Fi be a major competitive advantage? IMHO, no. Still, it's another extra that boosts goodwill and serves as a point of differentiation in the crowded retail marketplace. And in today's economic environment, that might be enough to encourage shoppers to choose Tesco or John Lewis instead of competing stores.
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Companion blog to the textbook by Marian Burk Wood includes links to resources for marketing planning
Current edition
Updated list of links
About the Author
- Marian B. Wood
- After holding executive positions in corporate and non-profit marketing with Citibank, JPMorgan Chase, and the National Retail Federation, I became a textbook author at the dawn of the Internet age. Pearson Education publishes my college textbook, 'Essential Guide to Marketing Planning.'
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