Customers of Waitrose will soon be able to enjoy  free wi-fi in all of its stores.

The service, which will be up and running by spring, will make it easier for customers to use their smartphones to scan and buy their shopping whilst they are in the store.

Head of retail change for the store, Matt Clifton, also claims that the new measures are likely to boost the relationship between customers and the brand. He told thegrocer.co.uk: “It will give customers another way of shopping and interacting with us.”

It is no surprise that Waitrose is able to afford the service, considering it has also been reported this week that sales for the chain are up 6.8 per cent year-on-year (excluding fuel) this January, compared to the same time last year.

One of the main reasons for this, according to marketingweek.co.uk, is because of a new campaign that the store has been running, where customers receive a free bottle of champagne or box of chocolates when they place an online order before the end of January. This has boosted online sales for the store by nearly 120 per cent.

The marketing campaign was run across print and online channels.