Supermarket giant Tesco is set to offer free wireless broadband services, allowing shoppers to browse the web on their tablet computers.
The firm is trialling the service in four of its store, and if the pilot proves successful, Wi-Fi could become a feature across its UK chain.
With consumers able to log onto the internet, they will be able to compare prices and read product reviews before committing to a purchase.
Tesco could also use Wi-Fi services to deliver special offers to consumers via their mobile devices as they shop.
The firm would become the first supermarket retailer to offer free wireless broadband to its customers.
Wi-Fi has been a feature of cafes and restaurants, such as Starbucks and McDonalds, for some time, but Tesco aims to steal a march on its major rivals using broadband to enhance the shopper experience.
Earlier this week, it was announced that a free, public Wi-Fi service has been launched in Barnsley town centre.