Iceland has joined forces with ISP (Internet service provider) BTinternet to offer its customers online access through its website, www.iceland.co.uk.
The retailer will distribute 1.2 million free BTinternet access discs in its 760 UK stores as part of the deal and encourage users to register with the ISP on its site.
In return, BTinternet and BTopenworld, the WAP (wireless application protocol) and broadband service, will advertise Iceland’s online service. BTinternet has about 540,000 registered users.
The alliance marks Iceland’s first foray into the ISP market, after the multiple rebranded as Iceland.co.uk last year.
BTopenworld president and chief operating officer Ben Andradi says: “This is a major addition to the BT Internet distribution channel. It allows Iceland’s high-street customers who have yet to come online to benefit from the BTinternet portal.”
Iceland home shopping director Jon Grey adds: “Tying up with a recognised and trusted brand, such as BTinternet, demonstrates the convenience of shopping online at Iceland to some of the most Net savvy people in the UK. We’ll also provide our customers with new and convenient ways to shop.”
The deal allows Iceland to compete with retailers such as Waitrose, which has its own ISP at Waitrose.com and is launching a home-delivery service.
Iceland recently acquired cash and carry group Booker and has increased its online product base from 2,000 last year to 45,000.