Food retailer Pret has announced a deal with Wi-Fi operator The Cloud which will allow the retailer to offer free WiFi access to all in-store customers. 60 stores have already been activated with the free service with all 130 stores expected to be complete by mid-December.
Commenting on the introduction of free WiFi into Pret stores, Simon Kerry, Head of IT for Pret said: “We are delighted to be able to offer WiFi as a free service to our customers. Everything we do at Pret is about delighting our customers; whether it’s freshly made sandwiches, ‘Just Roasted’ coffee, or great customer service. The Cloud perfectly complements these standards, offering an efficient and high quality connectivity experience no matter what type of mobile device our customers wish to use. By offering it free we’re giving our customers that little bit extra”. He continued: “The benefit to Pret is that our customers are happier and that they stay with us for longer.”
Pret chose The Cloud as its partner after a six-month trial in a cross section of its premium UK stores, including Guildford, Reading and Berkeley Square. The trial started in April 2008, almost immediately demonstrating strong customer demand with increased customer dwell time culminating in customers spending more money in Pret.
Steve Nicholson, CEO at The Cloud commented: “It’s great to see a quality retail brand like Pret make the step to introduce free WiFi services to its customers – we strongly suspect the decision will directly impact the number of customers using Pret improving perceived customer service, loyalty and not least the spend of each customer each visit.”