Debenhams is to launch free wi-fi, powered by O2, throughout its 167 UK stores, enabling shoppers to access Debenhams information and deals on their smartphones and Tablets as  they walk around the store.

Debenhams says the move effectively heralds the end of online versus in-store shopping by bringing the two together, and is set to have a dramatic effect on how people buy products in stores.

Using the free wi-fi, shoppers will be able to check for sizes and availability. If it isn’t on the rail, they can scan the barcode using the Debenhams app and order it instantly for home delivery. They can also view store layouts, read reviews before buying a product, and have discount vouchers sent to their phone.

“We’re seeing the shape of shopping in the future emerging right before our eyes,” says Debenhams director, Simon Forster. “With over 1m customers already with our app on their phones, free wi-fi in stores has the potential to transform how people shop.”

The wi-fi service is being introduced after a successful trial run with O2 in three Debenhams stores in the UK, and due to the large uptake of the Debenhams app, which has seen 1m downloads and 250,000 in-store barcode scans. 20 per cent of Debenhams’ online traffic now comes from mobile devices. Customers only need register to O2 Wi-fi once and they will then be automatically connected whenever they are in range, regardless of their mobile or broadband provider.