UK consumers shopping at high street stationer WHSmith can now take advantage of in-store wireless broadband.
The company is rolling out free Wi-Fi services across 603 stores nationwide, supported by The Cloud's network.
Ian Sanders, Business Development Director at WHSmith, said the firm is always looking for ways to enhance its customers' shopping experience.
"The internet allows us to provide a lot of extra information that was previously unavailable in-store, for example in-depth book reviews, product lists or search functions," he stated.
"It's about bringing the high street and online together in a way that works for our customers - free Wi-Fi access does this."
Mr Sanders said customers can use the firm's website services specifically or browse the wider internet.
"Ultimately they get an enhanced shopping experience and that benefits everyone," he added.
The Cloud claims to have more than five million registered wireless broadband users in the UK.