Maplin has revealed it is to offer free wi-fi in store as the retailer reviews its multichannel business.

Maplin will roll out wi-fi to all 196 stores by next June after striking a deal with The Cloud and will personalise its online promotions based on shoppers’ browsing histories.

The retailer will promote a range of tailored products and promotions via the branded wi-fi landing page.

The wi-fi service will allow customers to read product reviews online, check-in, or discuss their purchases on Facebook or Twitter.

Maplin hired online marketing consultancy Summit to review its multichannel strategy to fully integrate its in-store and online businesses.

It aims to create a fully integrated multichannel business and recently appointed Ryan Thomas from Comet as its first multichannel director as part of a new management team tasked with accelerating growth.

Summit director of retail consulting Ian Woosey said: “Our review and action plans will make it more likely that people buy from Maplin. It is a great business with enormous potential and we are delighted to be helping to transform their business performance.”

Thomas added: “We selected Summit because of their excellent track record and experience of helping transform retailers’ multichannel sales using online. We know they will have a positive impact on our business.”

Maplin marketing manager Chantel Roach said: “Consumers are becoming incredibly tech-savvy as the range of gadgets on the high street expands. Increasing numbers of our customers carry mobile devices, wherever they are.

“As a result, wi-fi in store has become a consumer expectation rather than a luxury. Retailers need to embrace it or risk losing out.”