Tesco has announced the nationwide rollout of a wireless broadband service based on a technology platform provided by O2 Wifi.

Following a successful trial, the supermarket giant has chosen to install Wi-Fi equipment in all of its Tesco Extra stores. When entering any of these shops, customers can select 'Tesco Wi-Fi' from the menu of their wireless-enabled device to be connected to the broadband service free of charge.

Shoppers will then be prompted to type in the number displayed on the front of their Tesco Clubcard.

Consumers who have one of these loyalty cards will be offered free, unlimited access to the internet, while those without a Clubcard can take advantage of the service for 15 minutes every 24 hours without incurring a charge.

According to Tesco, customers have been using the service to compare prices and read online product reviews while they walk the aisles, as well as to receive vouchers and check their Clubcard points.

In a survey carried out during the trial period, all respondents said they found the Wi-Fi access easy to use and 82 per cent stated they will "definitely" utilise it again, while other positive comments included "an excellent idea" and "great for finding product locations in-store on the Tesco app".

Mike McNamara, chief information officer at Tesco, commented: "We're proud to be the first UK supermarket to offer nationwide access to free Wi-Fi.

"People are increasingly using a variety of digital services and we're excited by our customers' reaction to the new service."

Tesco initially tested Wi-Fi in four stores as part of new chief executive Philip Clarke's plan to reinvigorate the company's domestic business.

Speaking to the Financial Times in July, Mr McNamara stressed that while wireless broadband access will be free, there are likely to be limits to Tesco's generosity.

"If you sit there streaming video forever, we may switch it off," he explained. 

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