BT is to provide unlimited wireless broadband at Fenwick Ltd's 11 premier department stores in the UK, it has been announced.
The broadband provider has signed an agreement that will see 64 million annual store visitors have the chance to use the internet while in-store.
Founded in Newcastle in 1882, Fenwick is the largest independent department store group in the UK. The company has centres in London, Newcastle, Leicester, Windsor, York, Canterbury, Tunbridge Wells, Bentalls, Kingston-upon-Thames, Bracknell and Colchester.
From May, each of these department stores will have free Wi-Fi - accessible to shoppers logging on via any wireless-enabled smartphone, tablet or PC.
Fenwick Ltd's Chairman Mark Fenwick described the new partnership with BT as being "an important step" in its ongoing commitment to provide greater customer service.
Andy Baker, Chief Executive Officer at BT Wi-Fi, pointed to research conducted in March 2013 showing that 44 per cent of shoppers now use their smartphone or tablet while on the move to read product reviews.
"BT Wi-Fi is a key enabler of that and we are delighted to be working with Fenwick to marry a traditional shopping trip with digital channels, such as search and social networks, to improve the shopper experience," he stated.
In total, BT's Wi-Fi network has more than 4.5 million hotspots - each of which can be used for free by BT broadband subscribers.
Among the other companies to have launched BT wireless broadband are Network Rail, Welcome Break, Burger King and GAME.