A number of retail outlets across the UK have gained access to in-store Wi-Fi, delivered by broadband provider The Cloud.
Free wireless broadband services are now available to customers in 60 Mamas & Papas branches across Britain, while Wi-Fi has also been launched at Harvey Nichols' luxury Edinburgh store.
In addition, The Cloud is rolling out in-store Wi-Fi at Phones4u and Ted Baker, while running a pilot at Marks & Spencer.
The leading high street retailer is currently piloting wireless broadband at ten of its UK stores.
Vince Russell, Managing Director of The Cloud, said the announcements "perfectly illustrate" the growing demand for Wi-Fi right across the retail sector.
"The Cloud is determined to continue to be the retailer's choice of public access Wi-Fi," he claimed.
Commenting on the launch of wireless broadband at Harvey Nichols, the firm's Press & Marketing Manager Gemma Hare said going online is now "very much part of the retail experience".
"As well as enabling customers to relax and enjoy browsing the internet in-store, this is part of our strategy to closer align our sales channels," she noted.
"Consumers today expect a seamless experience between both the store's online and physical outlets."
Having Wi-Fi provides the synergy for these converging customer channels, meaning customers can engage and interact with the firm as they prefer, Ms Hare added.