Virgin Media finds 21% of retailers want more public Wi-Fi

One-fifth of businesses believe that they need to offer more in-store wireless broadband access, according to research from Virgin Media Business.

The communications provider polled 5,000 high street retailers and found 21 per cent feel that increased Wi-Fi connectivity would help them to deliver innovative marketing promotions and sales offers to customers.

More than a third of respondents predicted they will spend as much money on improving their stores as they will on creating a presence online within the next decade.

Tony Grace, chief operating officer of Virgin Media Business, said retailers are looking at new ways to persuade shoppers to return to their stores.

A "quicker, sleeker and better value service" is required by these firms to help them keep pace with their rivals, he claimed.

Mr Grace added: "Integrating a mix of new technology will help to deliver smarter offers to customers and tempt them away from the computer."

Earlier this month, Sky-owned Wi-Fi network operator The Cloud landed a deal with Marks & Spencer to roll out a free wireless internet service in ten of the retail giant's stores in an effort to boost sales and customer interaction.