Mobile has been credited as the killer of the high street with the “showrooming” phenomenon causing chaos in shopping aisles. A tad overblown, perhaps, but what it does is position mobile as an online medium rather than one that can augment the offline experience while customers are in or close to a physical store.
Below, one way Tesco in Ireland and presumably the UK are bridging this gap.
In store and want Wi-Fi? Then use your clubcard details or sign-up.
A nice approach to begin joining the dots between online and offline via mobile.
It may not be enough to ward off showrooming, but every little helps.