Sainsbury’s decision to remove free wi-fi from its trial stores has come as a surprise as the wi-fi bandwagon rolls forward.

Sainsbury’s decision to remove free wi-fi from its trial stores has come as a surprise as the wi-fi bandwagon rolls forward.

Sainsbury’s has declined to comment on why it pulled the service from three large superstores, as revealed by Retail-Week.com today, but the decision draws a number of talking points.

Although the benefits appear obvious – customer satisfaction, footfall into cafes, browsing across different platforms and directing customers to extended ranges there is not room for in store – perhaps they are not enough to justify the, albeit small, investment?

Some argue that customers being able to shop around online on their mobiles in store can be detrimental to trade as customers hunt the web for the best deals. However, Sainsbury’s high volume of own label products, coupled with its Brand Match comparison promotion, mean that shopping around on many of its products is not an option.

The decision could also be fuelled by technological development. The introduction of 4G technology – which will allow mobile internet access to be significantly sped up – is likely to hit the UK soon. Perhaps this provides a clue as to why one of the UK’s largest retailers believes high speed wi-fi is not worth the investment.

Ultimately, it could well be that customers simply did not use Sainsbury’s service. While many customers do combine shopping on mobile devices with their physical shops, many do not, instead preferring to get in and out of the weekly grocery shop without delay.

Whatever the reason, the move to pull the servcie could prove a risky strategy in a market that’s moving in one direction. Sainsbury’s rival Tesco is in the process of rolling out the service across its Extras and Superstore formats as well as selected Metros.

It believes that with a plethora of Tesco apps and services - including augmented reality products - customers will shop across a range of platforms and browse extended Tesco Direct ranges.

Marks & Spencer also revealed this week it is to offer free wi-fi in all UK stores from next May as it looks to integrate its online and high street businesses. It joins John Lewis, Asda, HMV, Mamas & Papas and Maplin among those offering, or planning to offer, the service.

Ultimately shoppers expect every shopping option to be available to them at all times. Be it using click and collect or an in-store kiosk, the lines between online and in store are blurring rapidly and failure to meet customers increasingly high expectations could lose shoppers.