Superdrug is rolling out free Wi-Fi with the aim of improving in-store customer satisfaction and communication.

The company said customers would have the opportunity to browse online, learn about its products and access online reviews and social media.

Superdrug will also be able to gather anonymised browsing information to help it provide advertising relevant to shoppers. The media window space, shown to each user upon connection to Wi-Fi in store, will be used for advertising messages.

Superdrug marketing director Matt Walburn said: “We know how trend conscious our customers are and free Wi-Fi 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.”

Superdrug has gone to BSkyB-owned Wi-Fi company The Cloud to build its wireless network. The Cloud has also built retail Wi-Fi networks for Pizza Express, M&S, Caffè Nero, Eat, Greggs, Pret and Wagamama.

The Cloud network at Birmingham's NEC however was recently ripped out, and replaced with a more extensive and self-managed network using high performance equipment from Xirrus, which can support up to 22,000 concurrent users.