Tesco looks set to be the first UK supermarket to offer its customers free Wi-Fi.
The retail giant revealed it is currently trialling a free Wi-Fi connection for shoppers in four stores across the UK, although it did not reveal the locations.
According to chief information officer, Mike McNamara, if the trials prove successful, the technology will be rolled-out across the company's 2,700 UK stores.
"My guess is it will go to all stores," he told the Financial Times.
"You can stand Canute-like and pretend nothing is happening . . . or you can say it's happening, and I am going to help it happen."
McNamara said it was likely the Wi-Fi connection would be free but if shoppers abused it, it is likely it'll be removed.
"If you sit there streaming video forever, we may switch it off."