Superdrug is the latest store on the high street to offer free Wi-Fi while you shop, thanks to a deal with Wi-Fi hotspot provider The Cloud. 

“We know how trend-conscious our customers are and free WiFi will allow them to go online to gain instant inspiration. The new technology will add an extra element of interaction and fun for our customers," said Matt Walburn, marketing director at Superdrug. 

According to research carried out by the store, 79.5 per cent of mobile consumers are influenced by the availability of in-store Wi-Fi when deciding where to shop. The most common uses of smartphones in-store include reading product reviews, accessing deals, offers, coupons, comparing prices and browsing the store’s own website.

An estimated seven million people every day pass through The Cloud network by visiting one of its partners, including major outlets like Pizza Express, M&S, Caffè Nero, Eat, Greggs, Pret and Wagamama, as well as First Great Western and Network Rail stations.

The Cloud is owned by BSkyB.