Target, J.C. Penney, Kohl’s and Saks have joined other leading US retailers in installing free WiFi access in stores.
Retailers decided to push ahead with the service despite the negative press surrounding “showrooming” – an activity involving shoppers going into a store to view a product and then using their mobile device to going online and find the product cheaper elsewhere.
Having access to free WiFi means Target customer have better access to its mobile app – they can also redeem Target mobile coupons and scan QR codes while in-store.
“We love showrooming when we’re the ones booking the sales,” Eddie Baeb from Target told Fortune magazine.
© 2012 Profitero
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